ADA: Tinder pet: A real match for life

This case study describes how the Animal Defenders Association (ADA) in Colombia used Tinder, the mobile dating app, to drive adoption of its abandoned cats and dogs.

ADA: Tinder Pets

Brand: Animal Defenders Association

Agency: Sancho BBDO

Executive Summary

The ADA (Animal Defenders Association) is an organization that works for the rights of animals. Its mission is to find them all a home.

However, adoption became fashionable and competition became more aggressive in their calls to adopt. This case describes how the ADA made a bet on Tinder, uploading the profiles of their animals in the hope of finding them a real "Match" for life. All the pets that were part of the initiative were adopted and the number of adoptions increased in an...

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