Campaign details

Brand: The Shelter Pet Project
Lead Agency: AdCouncil
Region: North America

Objective

The Shelter Pet Project is the result of a collaborative effort between two leading animal welfare groups, the Humane Society of the United States and Maddie's Fund, and the leading producer of public service advertising (PSA) campaigns, The Ad Council. 2.4 million healthy and treatable pets are currently in shelters and the goal of the "The Shelter Pet Project" campaign is to help find a home for these pets. "The Shelter Pet Project" campaign encourages millions of pet lovers to make shelters the chosen method to adopt companion animals.

The primary objective of the digital advertising campaign in support of the Shelter Pet Project was to drive deep funnel visits to the pet adoption page on the campaign web site, theshelterpetproject.org, which indicated a strong intent to adopt a pet and allows visitors to search for adoptable pets in their area. Additionally, the campaign sought to drive awareness of The Pet Shelter Project and promote adoption of pets nationwide.

Target Audience