It’s been impossible to miss the #WhatTheFluffChallenge that has swept the internet and pets by storm in recent weeks. The reactions of perplexed, panicked pets as their owners disappear right before their eyes has been shared a million times over – their confusion fuelling our amusement.

But not all disappearing acts are acts.

That’s what #WhatTheFluffChallenge2.0 wanted to spotlight: that in the real world, thousands of pets are abandoned each year – and that’s no laughing matter. The campaign hijacked the viral gag with a series of videos, and made this trending “disappearing act” a catalyst for a new type of conversation and earned media, rallying voices in order to put a stop to it.

#WhatTheFluffChallenge2.0 was launched on SPCA Singapore’s Facebook page with a video compilation of Ollie, Galaxy, and Frosty taking on the challenge. It was also tagged with the challenge's hashtag to ensure it was seeded. To drive the message over a longer period of time, over the next week, three cutdowns – individual videos of each dog – were posted organically on SPCA Singapore’s Instagram Stories feed. For maximum impact and awareness, PR also blasted the campaign to media, influencers, and communities that were known to be passionate about pets and their welfare.

The videos’ unassuming nature and promise to be another hilarious ‘What The Fluff’ addition was set up to draw viewers in, while its unexpectedly meaningful ending designed to cement the campaign message and ensure that it would continue to spread around the internet.