Become a Fan, Help a Dog

We partnered extensively with Pedigree to build the Pedigree Adoption Drive, helping shelter dogs find new homes.

We wanted to do something special for dog adoption while building our social audience. Remember when “Likes” were worth their weight in social gold? We proactively came to our Pedigree client with a simple idea: what if we tied something as simple as users liking their page with a donation for shelter dogs?

With the help of shelter dog advocate Carrie Underwood, we launched the first Facebook campaign to tie donations to user engagement. For everyone that liked Pedigree on Facebook, we donated a bowl of food to shelters.

At the start of our campaign, the page had less than 50,000 followers. With no paid media, we grew Pedigree into the largest dog lovers community on Facebook. 1.3 million likes and bowls of food donated later, Facebook promoted our record-setting campaign as a case study representing the gold standard for how brands can promote engagement on the platform. Many brands and non-profits mimicked this formula following its success.