OBJECTIVE Elevate the 2009 Iams Home 4 the Holidays global pet adoption programme and save the lives of more orphaned pets than ever before (goal was 1.5 million adoptions).STRATEGY Secured Academy Award®-winner and pet advocate Hilary Swank to generate widespread awareness for pet adoption through her personal experiences via a multi-tiered national and local-market media and PR campaign.RESULTS A total of 1,363,638 pets were adopted in just three months, exceeding 2008 adoptions by 100,000 adoptions, recording the highest adoptions in IH4TH’s 11-year history and saving more lives than ever before!PR campaign secured more than 426 million media impressions.

Celebrity spokesperson – secured A-list celebrity and pet adoption advocate Hilary Swank.Pre-Campaign buzz – exclusive with Associated Press (AP) broke news of Swank’s involvement and generated pre-campaign buzz.Media blitz – conducted media junket with Swank to do numerous national print and online interviews, appearances on TODAY, Rachael Ray, Ellen, Regis & Kelly and a video package for Oprah.com. Also conducted ongoing outreach to secure editorial coverage in local markets.Online campaign – pitched more than 350 pet bloggers about programme details and goals.TV and radio PSAs – to compensate for no advertising, leveraged Swank’s name and voice through TV and radio PSAs to reach potential adopters.Media materials – developed key messages, Q&A, fact sheets and multiple press releases.

Shelter communications - developed a how-to guide to help 3,500 shelter partners promote IH4TH in their communities.Post-campaign media outreach – Swank announced final adoptions total and did media interviews.

-A total of 1,363,638 pets were adopted in just three months, exceeding the 2008 adoptions number by 100,000 adoptions, recording the highest adoptions in IH4TH’s 11-year history and saving more lives than ever before!

-During IH4TH, Iams had its highest sales quarter in two years.-Secured more than 426 million media impressions.-Exclusive with AP earned 7 million impressions.-National broadcast placements: TODAY, Ellen, Regis & Kelly, Rachael Ray, Access Hollywood and more.-National print placements: Animal Fair (cover), InStyle, Family Circle, Woman’s Day, O, The Oprah Magazine, Fido Friendly (cover), USA Today and more!-PSAs: 169 million impressions.

-Nearly 1.4 million new pet parents received Iams adoption kits.

-Secured 100 positive blogger reviews and generated 109,000 unique impressions.-Swank promoted IH4TH.com in all media interviews, which resulted in a significant increase to Web site traffic.