The Pedigree Adoptable Mask is a first-of-its-kind dog mask that not only looks cute, but also helps shelter dogs get adopted. It features a seamless philanthropic capability that is rare within the AR mask world.

The Facebook mask features six of the dog breeds most commonly found in shelters. With a shake of the head, users can switch between different dog masks until they find one they like. When the user selects a dog mask, they are shown adoptable shelter dogs in their area that look just like the mask they chose, along with details about how to adopt.

The Pedigree Adoptable Mask was made and released via Facebook AR Studios—the only software that allows pulling external app data directly into the mask. This unique capability made it possible for us to use data from AllPaws.com to connect users with dogs in need, while never leaving the mask.

The user can navigate through the mask by simple head motions—shake their head to shuffle through the masks and nod when they find the mask they prefer. In addition, the user can share their results directly to their Facebook page, attracting more people to participate.

The users were matched not only according to breed preference, but also based on their geolocation, creating a powerful connection to real dogs in need of homes.

The Pedigree Adoptable Mask launched within the Facebook Mask platform on the Facebook Mobile application on 10/2/17, and does not currently have an end date. It is available to all users of the Facebook Mobile App at no cost and with no usage limits.

Pedigree’s goals with this execution were to reach consumers and build the brand’s equity with Adoption—and moreover, to find real dogs forever homes. With no media investment, we reached 17.5 million consumers in the first week alone, and found that within the two months following the launch of the adoptable mask, Facebook inquiries into our adoption partner AllPaws.com increased by 64% from the same period the year before. The positive equity continued to be a strong driver for the brand’s growth, helping Pedigree to achieve three straight periods of strong growth October through December, even as the overall category declined, and finish the year as the mainstream dog food category leader.