About the client
Pedigree, the pet-food brand, wanted an experience that connected families to adoptable dogs in a way that was genuinely delightful, not just another campaign microsite.
Connecting families to adoptable dogs through something people would actually want to use.
Adoption drives need attention and emotional pull. A standard search-and-filter tool does not create either.
An applied-AI experience that ingested a child's drawing of a dog, used machine-learning image analysis to break down its features and build a profile, then matched it against a live database of adoptable dogs and surfaced the closest match by proximity.
Children's drawings are wonderful and wildly inconsistent input data.
A crayon drawing is not a photograph. The matching had to work from abstract shapes, unusual colors, and missing features without breaking the magic of the experience.
Machine-learning image analysis tuned for drawings rather than photos, with a conversational fallback: when a drawing was too abstract to profile confidently, the experience prompted for a little more detail instead of failing. A React frontend handled uploads and a Twilio text interface carried the engagement.
The experience had to convert attention into real adoptions, not just traffic.
Campaign microsites routinely win attention and produce nothing measurable. The brief was adoptions, which meant real shelter data and real matches nearby.
Matching ran against a live database of adoptable dogs surfaced by proximity, so every match was a dog a family could actually go meet. The experience reached roughly 2 million visitors and drove 11,000 adoptions, and the work won a Gerety Award.
Results
Roughly 2 million visitors, 11,000 dog adoptions, and a Gerety Award. A machine-learning matching experience that turned a drawing into a real, adoptable dog nearby, and gave families a reason to engage with adoption.
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