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From the 2nd Annual Shorty Social Good Awards

The Dodo: #1 Animal Brand on Facebook

Winner in Facebook Presence


The Dodo is the leading digital media brand for animal people and the #1 animal brand on Facebook. 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. Our approach is social-first: we cater to a social, mobile audience, and each piece of content is optimized to feel native to its platform.

Over the past year, our Facebook audience has organically grown from 5M to 15 followers (between our main Facebook page and Dodo Impact) and our monthly video views have skyrocketed by nearly 4X from 490M to 1.8B views. The Dodo's audience has grown as quickly as it has because we reflect a mainstream, quickly-growing passion point. Over the past several months, The Dodo's parent company, Group Nine Media, has maintained the lead as the #1 most engaged publisher among the top 20 publishers on Facebook thanks in large part to The Dodo. Our audience is as hyper engaged as it is because people care about animals more than ever, and they come to The Dodo to celebrate that with content that's substantive, inspiring and hopeful.

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. We're a media company that exists to make a real impact. Our strategy is social first. At conception, we review each story idea and make sure that it's a story that will work on the platform it's being published to. We know our Facebook audience (heavily millennial, 18-34 years old) and make sure that each piece of content we post will resonate with them.

With roughly 500 unique pieces of content created each month, we are the #1 animal brand on Facebook by video views and engagement. We reach 100 million people each day, and each of our videos receives 3M views and 320,000 engagement actions (of which 60,000 are shares), on average. The Dodo is currently the #2 media company in the U.S. by video views (Source: Tubular). We've taken what was traditionally seen as a vertical—a niche subject—and gone all in to surpass general interest publications (news, entertainment, sports, etc.). We also hold the record for one of the most viewed videos on Facebook to date—our video of Kids Growing Up With Dogs has been viewed over 330M times (Source: Tubular). These numbers are all possible because of our social-first strategy. We evolve as the platforms evolve and continue to create content specifically targeted to the platform it's being posted on. As a result, our followers trust that we are the source for all things animals, from entertaining media to impactful campaigns.

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 an important 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 have created a content brand connected to a progressive movement and are reaching hearts and minds across social media.



Entrant Company / Organization Name

The Dodo, Group Nine Media