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Special Project

Special Project
From the 10th Annual Shorty Awards

The Dodo: the no. 1 digital media brand in the world for animal people

Winner in Pets & Animals


The Dodo is the #1 digital media brand in the world for animal people, owning the animal category across social platforms including Facebook, YouTube, Instagram, Twitter and Snapchat. We're a halo brand for everyone who loves animals -- from people who are obsessed with their pets all the way to committed animal advocates. We create fun, authentic, and meaningful content that not only entertains, but makes people feel connected to animals and empowered to help where it's needed. We cater to a social, mobile-first audience and each piece of content is optimized to feel native to the platform.

In 2017, The Dodo truly dominated not only the pet and animal landscape but also media and entertainment more broadly on social. Our social presence has grown organically across all platforms, with monthly video views averaging 2.4 billion. We've proven our ability to tell both inspiring and entertaining stories that moves our audience across all platforms.

We are proud to be the #1 most-loved publisher on Facebook, #1 U.S. Facebook page by engagements, the #1 media publisher on Facebook Watch, the #1 animal channel on YouTube and the most engaged animal account on Instagram.

Strategy and Execution

The Dodo is a media brand that leverages the viral potential of animal content, and connects it to a movement to make caring about animals a mainstream cause through highly engaging, inspirational content. We reach 100M pet owners every month in the U.S. across all of our social channels and website. The Dodo's goal is to entertain, make people feel connected to animals, make viewers feel good about the world, and have an impact.

Our audience is deeply engaged with our content—so much so that it often goes beyond likes, comments and shares. Our fans take action in response to the stories we tell: they sign petitions, write letters, donate money, and even adopt animals in need into their homes. The Dodo has played a critical role in helping to make animal welfare a viral cause, and has built an inclusive community of animal lovers who want to make a difference. We've created a content brand connected to a progressive movement and are reaching hearts and minds across social media.

Over the last year, The Dodo focused on evolving into exciting new formats and platforms, such as developing original, mid-form shows as a launch partner for Facebook Watch. Through Watch, we've had the opportunity to continue to tell the meaningful stories that we deliver for our millions of followers, while also giving us the ability to build new communities of deeply engaged audiences around our show pages. Our recent slate of programming -- including Odd Couples, which has amassed nearly 2M followers in just three months and Comeback Kids: Animal Edition, which drew over 140M video views and over 160M minutes of watch time in its first season – have made us the #1 media publisher on Facebook Watch.

On the heels of this success with longer form content, we're excited to debut our first linear TV series, Dodo Heroes, on Animal Planet later this year – marking our first expansion into linear and Discovery Communication's first TV partnership with a digital-first brand.

With 35% of our existing audience living outside of the U.S., The Dodo also began to expand its international presence with the launch of, "El Dodo," which is the world's only Spanish language channel dedicated to animal content.



Entrant Company / Organization Name

The Dodo