[Case Study] #BengaluruOptsToAdopt stirs adoption of the abandoned Indies

Brand

Dogsee Chew

Agency

Ittisa

As the country was aggravated by hate crimes committed on innocent, powerless dogs, Dogsee Chew churned out a campaign to proactively lead towards finding homes for abandoned canines.

Objective

Dogsee Chew’s appeal was simple - Why buy foreign, when you can adopt your own?

Execution

Scorning the elitism associated with owning a foreign breed, they urged dog-lovers to adopt a rescued Indie. They initiated a campaign under #BengaluruOptsToAdopt on Twitter to reach out to the pet loving society instigating them to pick an Indie over a fancy breed.

Through #BengaluruOptsToAdopt, the brand created a niche and put across a word for the voiceless creatures who have been abandoned by the society.

The campaign started with a pre-buzz activity in which the brand used it’s Social Media channels and a website landing page to let people know about the campaign. They also showcased the dogs and built a personality for them so people can relate and emotionally bond with them.

Awesome initiative. Some one should come up with some thing same in Pune. #BengaluruOptsToAdopt

— Nishad Mohandas (@nishad__) July 10, 2016

Hazel got herself a loving home today... brilliant event by @dogseechew at #BengaluruOptsToAdopt event. pic.twitter.com/UTLCRlmyJQ

— Sneha Das (@snehaDtweets) July 10, 2016

Dear adopters, please make sure you spend enough time with care and love with the pet. #BengaluruOptsToAdopt

— Rajesh (@rajas_black) July 10, 2016

They then launched an adorable contest ‘Adopt your Perfect Pet Match’ in which people were invited to send in their pictures and in return they would be matched with their perfect pet.

#BengaluruOptsToAdopt...... Pls join the adoption drive.....☺?????? pic.twitter.com/Yc6rrKrMeA

— Navya (@navya_vijosh) July 10, 2016

It was tweeted about not only by influential persons in the Bengaluru area but also, started getting attention from celebrities such as Esha Gupta who personally tweeted about this great initiative and with mentions to the collaborating partners

Loving how sitting here I'm seeing #BengaluruOptsToAdopt trend in India. Great initiative.. Good job guys ❤️???? by @dogseechew

— Esha Gupta (@eshagupta2811) July 10, 2016

Results

#BengaluruOptstoAdopt remained the number one trending topic in India for nearly 5 hours. According to data from Simplify360, Social Media Analytics Platform, the campaign created 6347 tweets, over 20k re-tweets creating over 10 million Impressions.

The popular hashtags used are #BengaluruOptsToAdopt, #BlrOpts2Adopt, #BengaluruOpts2Adopt, and #BangaloreOptstoAdopt.

Among 4288 tweeples who tweeted about the event, 67% were male while 33% female showcasing higher women participation in animal rights related cause. The campaign also got great support from other cities; 64 percent tweeples were from Bangalore while 17% came from Delhi and 6% each from Pune and Mumbai.

Apart from the social media success, 10 abandoned animals found themselves a loving and caring family during the event, thus making the campaign a great success.