Cause-related marketing

Campaign: Guide Dogs

Client: Andrex (Kimberly-Clark)

WPP Company: JWT London

Kimberly-Clark briefed JWT London to launch their Puppy Points loyalty scheme, which allows consumers to collect points on every pack of Andrex and spend them on rewards. JWT’s response was to partner with Guide Dogs for the Blind and create a campaign where consumers could donate their points to help puppies become fully trained guide dogs. JWT London developed the strategy, concept, the TV, print and mobile. Over the nine weeks, the Puppy Points loyalty scheme site received 298,990 visits, with 25,105 new sign-ups.