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The goal of our Digital campaign for Milk-Bone was to celebrate the special relationship between Milk-Bone and the Canine Assistants Organization and to get people talking about Milk-Bone again. Canine Assistants raises and trains service dogs for people in need. Milk-Bone is their key sponsor. We made this special relationship personal by allowing dog lovers to follow a service dog named ‘Noble’ from birth, through training and finally to his graduation through Facebook. We drove viewers to the Facebook program through eCRM, the website and Facebook advertising. We also supported the program with web films.