Most pet owners think of their dogs and cats as family, including them in everything from birthday celebrations to holiday festivities. In fact, almost 80% of dog owners and 70% of cat owners purchase gifts for their pet during the holiday season.

Pet owners also love to show off their pets whenever and wherever they can. On Facebook, for example, 14% of dog owners maintain an actual Facebook page for just their pet, 6% tweet for their dogs, and a whopping 27% have their own YouTube page. These people love their furry friends, and they’ll happily reward them for their unconditional love with treats.

Knowing that pet owners love to showcase their pet, Nestlé Purina created an interactive site offering pet owners the ability to upload their furry family member enjoying a holiday moment for a chance to be featured on the coming year’s holiday pack. Anyone could visit the site to vote on the entries, narrowing down the list to three cat and three dog finalists based on the votes, with a judging panel picking the winners (one cat and one dog). The winning cat and dog enjoyed their “day of fame” at the professional photo shoot, with their picture being featured online and on pack, the ultimate reward.

The creative for the campaign included on-pack promotion of the contest on the holiday packs of cat and dog treats, large in-store displays, the website to “upload the pet picture” and voting features/functionality (“which pet will be the next A Wonderfur Winter pet on pack?”), CRM, social media reach, National PR, and coverage of winner’s day in the spotlight.

Over 200,000 specially created holiday-themed Cat and Dog Gift Packs were sold and sales increased by $1.2 million. Online, there were 1.5 million page views and 298,000 visitors to the site with 477,000 votes for fame, and a total of 6.4 million media impressions.