Design Brief
The Marketing Objective
PAWS wants to increase pet adoptions at their shelters and find these furry friends their furrever homes. To do this, the objective is to increase PAWS Chicago website conversion rates by 1.5% per fiscal quarter through the first half of 2025 to increase the number of prospective adoptees in our marketing to adoption process.
Strategy
The strategy behind this ad campaign was to tap into the lighter side of these animals and present them in a more humanistic, tongue-in-cheek way like one might present themselves in a dating app. The result is a multi-platform campaign with eye-catching images and witty copy that drives people to the PAWS website to find their pet match.
This campaign is timely for late January/early February and offers a different way to swipe right this Valentine's Day.
Instagram
Instagram posts highlight a single animal with his or her name, age, characteristics, and ideal adoptive home and parent.
Instagram stories show snapshots of available pets, capturing the viewer's curiosity to find their match with the com"pet"ability tool.
PAWS "Meet Your Match" Instagram Profiles
IG Stories with Com"pet"ability tool
OOH Display
An OOH tryptic offers a before and after story of how each animal is given a customized profile to help match them with the ideal pet parent or family. The center image tugs at your heartstrings as you see Tucker's profile with "Adopted" stamped on top and a joyful image of Tucker and Emily together.
OOH "Meet Your Match" Tryptic
Direct Mailer
The campaign is rounded out with a direct mailer featuring Tucker and Emily. The happiness on both their faces will speak to anyone considering adopting a pet, and the CTA to find their match on PAWS Chicago's website will solidify where they'll go to adopt.
