THE BRIEF: The Pedigree Adoption Drive aims to rehome as many shelter dogs as possible. Sadly, over 100,000 dogs are needlessly euthanised every year in Australia because most people think they are damaged and find it difficult vising shelter homes to adopt. So if we couldn’t bring people to the shelter dogs, we’d bring the shelter dogs to the people. Our goal was to reach the widest audience possible.

THE SOLUTION: We created the biggest Pedigree Adoption Drive in Australia’s history. We centralised every dog online, built a mobile and Facebook app matching you with your perfect Dog-A-Like, filmed an 8 part documentary, shot viral entertainment and educational films, and retrained shelter staff to take the best online profile dog pictures. These were all ways to help bring the dogs directly to the people.

THE RESULTS: This became Australia’s most successful rehoming campaign to date with 26 million media impressions, over 200,000 bowls of dog food donated via Facebook ‘Likes’, Dog-A-Like became No. 1 App in the Australian iTunes store, and we received 5.8 million Facebook users during the campaign. We also achieved a 36% increase in the number of dogs adopted - that's over 2200 dogs every month.