DPA: Adoptable trends
Dieste, Inc.
Objectives
Dallas Pets Alive encounters the same problem each year; around 2.7 million dogs are euthanized in the U.S. after 1-2 weeks because they lack the attention and online exposure they need to find a permanent home. In order to increase traffic to the site, engagement, and ultimately adoptions, we needed to maximize attention where attention was scarce.
Strategy
Our team was on call throughout the entire campaign responding in real time every time a new trend came out, which magnified the visibility of our adoptable dogs.
The campaign 'adopted' real-time trends from the digital...