The Ashley Madison leak dealt a huge blow to relationships all over the world. We wanted to use it as an opportunity to drive rescue dog adoption – getting all the newly single people to adopt a new life partner.
Use the cultural phenomenon of the Ashley Madison leak to raise awareness of rescue dogs. We created PSA style videos of both a cheater and someone cheated on discussing how they moved on from their failed relationship and found better companionship with a rescue dog. The videos featured real rescue dogs that could be adopted with a single click.
YouTube
(Woman)Dogs Don't Cheat. Adopt a Life Partner. - 22,377
(Man)Dogs Don't Judge. Adopt a Life Partner. - 8,481
FB
(Woman)Dogs Don't Cheat. Adopt a Life Partner. - 1,589
(Man)Dogs Don't Judge. Adopt a Life Partner. - 41
Details from Coverage Book earned media report(attached), but in a nutshell:
Pieces of Coverage: 27
(EST) Coverage Views: 347K
Social Shares: 8.09K
There is one thing to keep in mind:
We had no budget for a media push, and this was essentially all earned media garnered by the great work, and a little pr.
Also – all three doggies (Wanda, ShackShack and Molly/Olly) have found forever homes!
