Every year, the number of abandoned animals rises despite campaigns against it. The client partnered with an animal shelter to raise awareness of abandoned pets and the shelter’s work.
We devised a charitable campaign highlighting the client’s care for community causes. This provided food for the animals and asked fans to share a selfie with their pet on social media in exchange for a meal.
The goal was to deliver a total of 1,000 meals for the shelter’s occupants. Within six weeks, this was surpassed with more than 1,200 meals were provided. The client also donated a full video surveillance system to the shelter to help monitor its animals.
The campaign needed to involve online and offline communities, so selfies with pets was the perfect idea. Animal lovers are notoriously keen to get a picture with their favorite four-legged friends and in doing so could show their support for the “Don’t Abandon!” campaign.
We leveraged press releases, news announcements, bloggers and online influencers to spread the message quickly and widely.
Influencer involvement and social media outreach was central to the initiative. Every selfie with a pet meant one free meal provided for the animals. Each 100-picture milestone was celebrated and the images were broadcast across social channels to increase participation and motivation of fans.