(Images courtesy of Mondou)

Mondou tapped into Quebecers’ love of their pets for a user-generated OOH campaign that got tongues – and tails – wagging.

The campaign stood out because it was more hyper-targeted and community-driven than Mondou’s previous initiatives, Marie-Pier Léonard, tells Media in Canada.

“Rather than aiming for broad awareness at a regional or provincial scale, it focused on specific neighbourhoods and local consumer behaviours, allowing us to deliver messaging that felt truly personalized and contextually relevant.”

The pet store chain invited families to share images of their beloved companions for a chance to be featured in the campaign and win a year’s supply of pet food, among other prizes.

Adviso handled the media for “Your memories, your campaign,” while LG2 was responsible for creative.

Integrating user-generated content (UGC) was the key to the campaign, Léonard says, calling it “a powerful lever with pet owners.”

“While Mondou had previously invited its community to share photos, this campaign represented the most significant investment to date in showcasing authentic, community-created content,” Léonard says. “The result was a campaign that not only deepened trust but also drove stronger engagement and resonance than brand-led messaging alone.”

The initial phase of the campaign, starting June 16, was a call-out to Quebecers to send in their photos, leveraging OOH, radio and digital media across the province.

Billboards were placed in several cities with Mondou locations, including Laval, Sherbrooke, Mirabel, St-Hyacinthe and Quebec City, accompanied by an orchestrated campaign across social platforms. The initiative was also rolled out in a newsletter and in the chain’s 75 stores across the province.

Mondou tracked engagement metrics and says it received 10,000 entries and “massive” engagement on social media.

But the main measurement of success, Léonard says, was “generating brand love among Quebecers by reiterating the place Mondou has held in Quebec families since 1938.”

Once entries were collected, creative elements were updated to showcase as many of the photos as possible in digital, static and social media ads. The six grand prize winners were featured in ads throughout Quebec as well as on targeted billboards in their local regions.

The finale of the campaign was a 40- by 6-foot mural featuring a montage of the photos received. It was placed in downtown Montreal from July 28 to Aug. 10. A digital version was published in La Presse to reach audiences outside the city.

“It was a symbolic and touching piece that highlighted the importance of the everyday bonds between humans and companions,” Léonard says.