Nothing engages the American consumer more than politics and pets. Our campaign to drive pet acquisition had the best of both worlds at a time when America was determining its next President. With less than $1m in an already overheated media market and only six weeks to the election we leveraged the internet phenomenon of cat/dog content and the political campaign fervor to create a new platform that answered the age old question: Is America a cat country or dog country?

During the short campaign period, digital ads were placed within contextually relevant sites, asking consumers to vote. Facebook sponsored ads drove people to the website where they could view candidate attack ads and vote for their preferred party. TV ads ran for 2 weeks on key cable networks, during key political times that drove awareness and in turn created a hashtag trend. When the consumers visited the site to vote they could also share their poll decision, comments and photos within their social networks.

The objective of this 6 week campaign was to raise awareness for pet ownership. Our goal was to debunk barriers for non-owners through sharing stories of pets and owners, in the hopes that we can inspire and move non-owners to consider acquiring a pet. Both agency and client felt the campaign was incredibly successful in that we had over 500 pet owners share their stories of how pets have enriched their lives. With these stories we created an ambassador program that acts as a resource to provide knowledge, experience, and support for individuals looking to bring a pet into their life. We also had a secondary goal to raise funding for Pet Partners, an organization that provides pets to veterans in need of a service animal, and through the help of this community we were able to raise over $100,000. We also received over 120,000 likes on Facebook and over 100,000 votes in our polls.