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Dallas Pets Alive
Hacking Them Into Your Life
RAN IN: United States
CLIENT
Dallas Pets Alive
Leslie Sans, Executive Director
AGENCY
Greg Knipp, CEO
Ciro Sarmiento, Chief Creative Officer
Gustavo Zapata, Head of Art
Marialejandra Urbina, Executive Planning Director
John Costello, Executive Producer
Abe Garcia, Group Creative Director
Dario Campos, Associate Creative Director
Arturo Lee, Sr. Art Director
Erin Clark, Acount Planing Director
SUMMARY
In 2012, many Dallasites still preferred purchasing a pet rather than adopting from a shelter, making the euthanasia rate for shelter animals in Dallas 63%. In order to reduce that rate and increase the average live release rate, we “hacked” our way into people’s conversations online by adding a loving mutt to their daily routines. By doing so, and keeping our tactics fresh, we were able to reduce the euthanasia rate of shelter animals by 48% in five years, and match many lucky owners with their very own loving mutt.
CASE VIDEO
Hero Medium: SOCIAL MEDIA
Medium Featured On Video: INTERACTIVE/ONLINE,SOCIAL MEDIA
Audience: Millennials
Objectives: Government and social aims
Type: Business to Consumer
Language: English
