Cannes Lions

CHARITY

WHYBIN\TBWA, Sydney / MARS / 2011

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Overview

Entries

Credits

Overview

Execution

Adopting a shelter dog can be difficult and time consuming so we had to find a way to directly help people help dogs. We created a dog finder app that catalogued all the dogs up for adoption. You can search for dogs by breed, size and even location. The app can live anywhere so people could find dogs to adopt when they were on Facebook rather than searching shelter homes. For those who couldn’t adopt, if they LIKED the Facebook page we donated a can of dog-food to local dog homes.

Outcome

• 4,238 dogs adopted in just 8 weeks.• PEDIGREE doubled the donation of food due to the success of the campaign.• 30,000 bowls of dog-food we’re donated to shelter dogs.• The Facebook page currently has over 50,000 fans, and is still growing – the target 15,000.• These fans have created a highly engaged and passionate community of dog lovers. They are actively sharing and commenting on stories, photos and videos, and continue to raise awareness of the plight of shelter dogs.• PEDIGREE will continue to drive activity on the Facebook page by regularly interacting with fans, fuelling conversations and featuring dogs available for adoption.

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