Pedigree’s mission is to help every dog find their forever home.

However, at a time where dogs are more popular than ever - millions sit in shelters, with the costs of adoption proving too costly for many potential adopters. This has proven to become a key barrier to getting these good dogs into good homes.

So we wanted to find a way to remove this obstacle to these dogs finding their forever homes - by capitalizing on dogs' popularity online, leveraging the same tools and tricks popular creators on social media use to earn revenue.

Developing and proving out a tool shelter dogs, and shelters, could use to help dogs get adopted.

We decided to cash in on dogs’ popularity online, and pair a few shelter dogs up with TikTok creators who have monetized their accounts, to help these rescue dogs “pay their own way'' through creating viral videos that they could earn creator revenue from with every view, and put towards their adoption fees.

Turning these shelter dogs into content creators themselves to help them cover the costs of their own adoption, by capitalizing on the internet’s love of them, so they could find their way into a forever home for free, removing the cost barrier that may be preventing them from getting adopted.

Millions of dog videos are shared everyday online, raking in billions of likes - making dogs a trend that isn’t going away any time soon, especially on TikTok. We decided to take advantage of TikTok’s tools and incentives like the Creator Fund which have created avenues for creators to earn more money the more views they get.

Knowing we could leverage the popularity of dog videos to take advantage of the algorithm - we paired our shelter dogs up with creators in key target niches of TikTok - including dance, mindfulness, and comedy - to further ensure that the content our shelter dogs co-created would get the necessary views to cover adoption costs.

By feeding users content they were already engaging with, and thanks to the added boost that dog content provides, we integrated the shelter dog content into their feeds, making helping our campaign as simple as

We partnered shelter dogs up with TikTok creators - with a variety of following sizes and niche audiences.

Then these creators worked with their shelter dogs to create videos just like the ones their followers already enjoy - that featured their partner shelter dog integrated into it.

Whether that was doing the latest trending dance, or comically offering their own dating advice - our shelter dogs stepped into the creator’s spotlight and stole the show.

Over the course of two weeks - the creators shared these videos on their accounts at a cadence designed to give each video enough traction. Then on the Pedigree page - our creators duetted their videos with the dogs with an explanation of the program and the instructions on how to adopt their costar for free.

Even with views still rolling in, 100% of the adoption costs of the participating dogs have been covered - with each dog exceeding the amount of views necessary on their videos.

The content featuring our dogs had 3.5X more engagement than traditional brand TikToks, while we saw a 43% growth in Tiktok followers, growing 3X faster than pre campaign.

We proved out how shelters and shelter dogs could use TikTok to promote adoption and remove the cost barriers to adopting along the way, but most importantly our program resulted in actual cost-free adoptions of participating dogs in the process.