Michelson Found Animals Foundation is a non-profit focused on getting pets in good homes and keeping them there. We're always looking for ways to raise awareness of our programs and to adopt more pets out of our two Los Angeles Adopt & Shop stores. Our challenge is to reach Millennials, who have become the largest group of pet owners, to educate them about adopting shelter pets.
Since finding homes for shelter pets is essentially a matchmaking process, what better way to capture the attention of prospective pet parents than to pair up with Tinder, the world's most popular dating app?
That idea led us to create a buzz-worthy event, focused on National Adopt a Shelter Pet Day, that invited Tinder users to "swipe right" on adorable pet profiles.
The campaign focused on a one-day Tinder takeover on April 30, National Adopt a Shelter Pet Day. Tinder users nationwide were invited to swipe right on cheeky profiles of adoptable dogs and cats that were available at Michelson Found Animals' Adopt & Shop locations. To make the event actionable nationally, Tinder users outside the Los Angeles area were directed to information about how to find a local shelter in their area.
The featured animals were photographed with a companion person, along with profiles written in fun and cheeky 'voices' of the pets.
Here's the profile for Tank, a slightly overweight five-year-old male Chihuahua:
The campaign focused on a one-day Tinder takeover on April 30, National Adopt a Shelter Pet Day. Tinder users nationwide were invited to swipe right on cheeky profiles of adoptable dogs and cats that were available at Michelson Found Animals' Adopt & Shop locations. To make the event actionable nationally, Tinder users outside the Los Angeles area were directed to information about how to find a local shelter in their area.
The featured animals were photographed with a companion person, along with profiles written in fun and cheeky 'voices' of the pets.
Here's the profile for Tank, a slightly overweight five-year-old male Chihuahua:
Snack Connoisseur
Even though I'm small there's a lot of me to love. I guess I got my dad bod early.
I'm one of the good guys. Super sweet, lap friendly, love a life of leisure. Not to mention, I'm an impressive conversationalist.
Love couches AND potatoes. Fair warning: I may steal your Netflix password.
If you're a loungewear enthusiast, you're probably my type.
Tanks for swiping right ;)
To maximize social buzz and visibility, the 'companion people' with the pets were local LA social influencers. Hiring acclaimed pet photographer Grace Chon ensured that we'd capture swipe-worthy photos, and further amplified the impact since Grace has her own large and active social following.
To tease the takeover event, a behind-the-scenes video of the animal photoshoot was posted on a variety of social media channels on April 27. The takeover event was promoted with a campaign across Facebook, Instagram, Youtube and Twitter along with public relations outreach by both brands. Additionally, famous pet influencers Lil Bub and Marnie the Dog were enlisted to support the effort. Both posted on their social accounts to help spread the word.
Press outreach to pet trade publications was used to help inspire other organizations that promote shelter pet adoptions.
Campaign results exceeded expectations, raising exposure for Michelson Found Animals and shelter pets nationwide.
One pup was adopted the day of the event – with his new pet parent renaming him Tinder. All nine of the featured pets were adopted soon thereafter.
Campaign reach and engagement included:
