The idea was simple: we capitalized on the data-goldmine trends are and redirected that data towards those who need it most, shelter dogs. We named adoptable dogs after something that earns a lot of attention and already garners millions of hits and views online, trending topics. So every time a new trend came out, we piggybacked on all the data that accompanies it and turned them into an opportunity to adopt shelter dogs.

First, as new trends came out, we renamed our adoptable dogs. Then, we orchestrated a SEM strategy via AdWords, which was at the center of the campaign. It gave us the opportunity to be the top result of the Google search result page when people looked for a trend; the ad gave people the chance to adopt the dog related to the trend as well as others at the destination site.

To take advantage of the massive visibility trending topics can reach, we created the hashtag #AdoptableTrends as a link throughout the campaign accompanying the real trending topic hashtag. The hashtag allowed us to amplify and aggregate the conversation throughout social platforms in every trending topic. 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.

We also promoted the

In the first month, traffic website increased 98%. Our engagement on social media also increased 112% per post. And more importantly, adoptions increased 200% this year.