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When the lockdown began, stray animals were left without food as earlier they were mostly at the mercy of leftovers from restaurants or homes. Like most brands which made an effort to contribute to society in some or the other way, pet food brand Drools launched a crowd-funding campaign, ‘Feed the Stray’.

The brand brought on board celebrities to promote the campaign. For every donation made, the brand would have added 25% extra in the form of food to animal welfare NGOs.

Actors such as Jacqueline Fernandes, Anita Hasnandani, Neha Sharma and Disha Patani, who is also the brand ambassador for Drools, posted on their Instagram to promote the fundraiser campaign.

These actors have a huge fan following, which helped the brand garner instant awareness for the campaign and win over consumers for taking up this purpose-driven initiative for strays. The brand made sure that the celebrities did not make a sudden burst on social media in one go, but spanned out the activity from mid-April to mid-May.

Jacqueline Fernandes’ post:

 
 
 
 
 
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A post shared by Jacqueline Fernandez (@jacquelinef143) on

Disha Patani’s post:

 
 
 
 
 
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A post shared by disha patani (paatni) (@dishapatani) on

Neha Sharma’s post:

 
 
 
 
 
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A post shared by Neha Sharma (@nehasharmaofficial) on

Anita Hasnandani’s post:

 
 
 
 
 
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A post shared by Drools (@droolsindia) on

The brand garnered over 60 million reach in an estimated media value pegged around Rs 40-50 lakh for celebrity influencer association.

From the Sheeko Brandscore graph, is it seen that Drools is very much active on social media platforms and on the influencer marketing front.

Drools’ one year chart of its campaigns reach on Instagram at various intervals:

Recently, after PM Modi’s ‘Vocal for Local’ call, the brand yet again launched another influencer marketing campaign #FeedLocalBeVocal with dog lover influencers to inform the consumers about the brand’s Indian origin and that one should feed their pets Indian food only.

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