Cannes Lions

Local Legends

FACEBOOK CREATIVE SHOP, New York / AD COUNCIL / 2016

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Overview

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Credits

Overview

Description

We created a campaign that wasn't aimed at making people feel bad, but showcasing just how amazing shelter animals were. To do so, we set out to turn shelter pets into certified local record holders: Local Legends.

We began by creating a series of kits that were sent to dozens of shelters around the United States. Within was a guidebook with a series of fun records waiting to be broken: most sits in a minute, shiftiest side-eye, quietest bark, least leash-tuggy and more.

Once the record had been broken, shelter workers used a simple app to snap a photo of the triumphant pet (with included props like a medal, sash and trophy) and enter their name, location and record broken. This then automatically created local Facebook ads, targeted to potential adoptees within 25 miles from that shelter.

Every single pet of hundreds featured got their very own adoption campaign!

Execution

We crafted and distributed 30 beautiful kits. Inside was a guidebook and tools to track the records broken. There was also a series of props to pose the dog with and custom certificates to give to their new parent once adopted - certifying their awesomeness.

Each of the shelters then went to work turning animals into Local Legends. They took their photos and entered name/location/record using the Percolate Photographer app. This automatically created a series of Facebook posts targeted to thousands of potential adopters within 25 miles of that pet's location.

Over the two months the campaign ran, we reached over 10 million potential adopters with amazing animals right in their neighborhood.

Outcome

Reach:

- 10.4MM people reached

Engagement:

- 1.5MM views of video content

- 125k+ comments/likes

- 22k+ shares

Objectives:

- The campaign drove over 180k visits to the website- that's 100X the previous period

- Every single one of the hundreds featured during the Facebook campaign found a happy home!

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