Our strategy was to address the key barrier to adoptions: the perception that shelter dogs are inferior to store bought animals.

To do that, we showed how smart these dogs really are. We taught three SPCA dogs to do something a dog had never done before. Drive a car in a live event.

Over 8 weeks, we allowed people to learn about the training and interact with the dogs via Facebook, Twitter and Youtube.

Then, the dogs drove live in front of the nation in the “Live Drive" event. This footage went viral along with the training.

Driving dogs content has been viewed by hundreds of millions worldwide.

In one week, the dogs got 12,000 Facebook fans, with engagement peaking at 245%. On Youtube alone, a single driving video was viewed over 9 million times in one week.

Every major news network picked up the online content, delivering $15m+ in coverage. An Earned media ROI of 1:30,000.

The response was incredible. Interest in adoptions increased 590%. All SPCA dogs were adopted. And increases in local adoption interest have been reported from as far away as the UK and the US – representing a truly global response.