Society For The Prevention Of Cruelty To Animals (SPCA) Viral, DM MAKE A FRIEND IN REAL LIFE, NOT JUST ONLINE by DraftFCB Auckland

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Industry Environmental & Animal Issues
Media Viral, Direct marketing
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Creative Director Matt Simpkins
Creative Clara Mclaurin, Josh Stuart
Released November 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SPCA
Date of First Appearance: Nov 25 2010
Entry URL:
Executive Creative Director: James Mok (Draft FCB)
Creative Director: Matt Simpkins (Draft FCB)
Creative: Clara McLaurin (Draft FCB)
Creative: Josh Stuart (Draft FCB)
Interactive Designer: Lyle Markle (Draft FCB)
Interactive Designer: Simon Sievert (Draft FCB)
Interactive Designer: Jared Isle (Draft FCB)
PR Account Director: Gemma Doughty (Draft FCB)
PR Account Executive: Eloise Hay (Draft FCB)
Senior Account Manager: Katie Loverich (Draft FCB)
Account Director: Toby Sellers (Draft FCB)
Client: Martin MacKenzie (SPCA)
Media placement: Online - Facebook And Twitter - 25th November 2010
Describe the brief/objective of the direct campaign.
The Auckland SPCA needed to find homes for their animals.
The shelter was overflowing, with arrivals up 20% and adoptions down.
A campaign to create awareness and increase the rate of adoptions was urgently required.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Most of us have friends online. Many of whom we’ve never met or would ever want to.
The animals at the SPCA needed to find real friends and be adopted.
What if the animals could create online friendships then turn them into real ones and get people to adopt them?
We gave the pets a voice by creating Facebook and Twitter profiles for them. These included a description of their personalities, hobbies, likes and interests, so potential owners could get to know and adopt them.
Explain why the creative execution was relevant to the product or service.
We introduced a new form of communication to the category. Social media, usually reserved for humans, allowed us to give the animals personality’s people could relate to.
These days the internet is a place where friendships and relationships not only flourish, but often begin. So it was the better fit for pets to find potential owners, and people to find a new best friend.
Most people share things on Facebook, animals being among the most popular.
We used the existing fans of the SPCA Facebook page to suggest pets to people they knew were interested, as well as sending friend requests from the animals themselves. In this way we got Facebook and Twitter users to find our target audience for us by suggesting animals to their friends who were looking for a pet.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The animals made headlines in New Zealand and around the world. With thousands of visitors to their Facebook pages the pets made lots of friends. Many of whom became advocates and helped them find homes.
Our campaign cost $0 and achieved a 186% increase in the rate of adoptions. In fact the SPCA nearly ran out of animals.
Sometimes virtual friends can turn into real friends.