Categories Name : MOBILE and TABLETS
Sub-Category : Best Use of Mobile to Drive Sales
Campaign Name : Pedigree Achieved 86% New-to-Brand Rate (8× Category Norm) with AI-Powered Point of Market Entry Campaign
Pedigree Achieved 86% New-to-Brand Rate — 8× the Category Norm — by Reaching Pet Parents Before Their First Bowl
Pedigree's "Point of Market Entry" (POME) campaign on Amazon India delivered category-defining results by flipping the traditional acquisition playbook. Instead of waiting for pet parents to search for dog food, the brand used AI and Amazon Marketing Cloud to intercept them 3–6 months before their first purchase — and the numbers speak for themselves.
New-to-Brand Acquisition — The Headline Number
The campaign recorded an 86% new-to-brand (NTB) rate, obliterating the category norm of just 10–12%. That's an 8× acceleration in new customer acquisition, making Pedigree the #1 brand in new-to-category acquisition on Amazon India. This wasn't incremental growth — it was a structural shift in how an entire cohort of first-time pet parents entered the category.
Video Engagement — Deep Attention, Not Just Reach
Education-first creative drove a 95% video completion rate against an 80% benchmark. Pet parents didn't just see the ads — they watched them through to the end, absorbing the nutritional messaging that challenged deeply held beliefs about home-cooked food.
Commercial Returns — Upper Funnel That Pays
The campaign delivered a 5× return on ad spend (ROAS) versus a 3× category benchmark, proving that investing in education before the point of sale generates outsized commercial returns. This translated into a 22% year-over-year sales growth and a 10% market share increase — tangible business outcomes from what many would dismiss as "awareness" spend.
Reach & Depth — Precision at Scale
The AI model identified 1M+ prospective pet-parent households showing early adoption signals (beds, leashes, grooming supplies), and the custom landing pages achieved 80%+ scroll depth — confirming that consumers actively engaged with the content rather than bouncing.
The Bigger Picture
By teaching pet parents at the true point of market entry — before the first bowl — Pedigree didn't just win a transaction. It established lifelong healthy feeding habits for an entire generation of dogs, turning a single campaign into a long-term category growth engine that competitors will struggle to replicate.