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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
Dieste, Inc. *Lead 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 STUDY

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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