DPA: Muttbombing

This case study describes how US animal rescue charity Dallas Pets Alive (DPA) changed the way people perceived rescue pets.

DPA: Muttbombing

Dieste Dallas

What were the objectives for the creative work?

The campaign had various objectives: raising awareness of Dallas Pets Alive, and their mission, as well as finding homes for as many dogs as possible. Secondary objectives included increasing the audience size in non pay-to-play social channels like Instagram and Twitter. But raising awareness was key to the client because greater awareness among the animal rescue community meant greater chances of receiving donations and volunteer support. Changing the way people thought about rescue pets was also intrinsic to the idea. The conversation around shelter pets was customarily approached...

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