We tapped 4 influencers on Instagram––a social channel created by and for our target audience.

The influencers? Pet celebrities. Each adopted from shelters, now commanding a combined social media following of over 4 million.

We leveraged their massive followings by tailoring an Instagram film for each pet, using their own photos as material.

Each pet posted to their own Instagram feed, instantly reaching a built-in audience of young, pet-friendly viewers.

The wonderful result of launching a social campaign is the immediacy of positive feedback.

In under an hour, 100 thousand people liked our Instagram films.

In a day, 260,000 interactions. In 2 weeks, over 26 million impressions.

Each, a meaningful interaction with Best Friends Animal Society––imparting the message that shelter pets are just as good, adorable, and loving as the ones you follow on Buzzfeed, watch on YouTube, or buy in a store.

In the end, Best Friends awareness rose amongst a socially driven generation––a target audience equipped to make shelter pets much more than a sad statistic.