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Special Project

Special Project NEW!
From the 3rd Annual Shorty Social Good Awards

The Dodo: the no. 1 animal brand on digital in the world

Entered in Animal & Wildlife

About this entry

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.

Over the last year, The Dodo continued to dominate not only the pet and animal landscape but also media and entertainment more broadly on social. Our total audience has grown organically across all platforms 84% YoY to nearly 52 MILLION followers and our content receives more than 2.5 BILLION video views every month (Source: internal platform analytics, August 2018). 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 animal brand on digital, the #1 media company in the world by social engagement, the #1 "most-loved" publisher on Facebook and Facebook Watch (by "Love" reactions on Facebook); the #1 Spanish channel in the animal category with El Dodo, the #1 animal channel on YouTube, the only animal dedicated Snapchat Discover publisher, and the most engaged with animal account on Instagram.

Why does this entry deserve to win?

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. 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. Over the last year, we've raised more than $100K for animal welfare organizations. 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. Every day, we publish Project Home - a daily segment where we feature one adoptable animal from shelters all around the U.S. to promote #AdoptDontShop and help these animals find forever homes. We work regularly with a network of more than 700 organizations around the world who are dedicated to bettering the lives on animals. 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 expanding into new formats and platforms. The Dodo was an official launch partner for Facebook's new Watch platform last summer, which was an opportunity to establish a strong presence on Facebook Watch right out of the gate; experiment with longer-form content; build new communities; and showcase our ability to adapt and thrive on new platforms and in new formats. To date, we've launched nine series on Facebook Watch including our hit shows Comeback Kids: Animal Edition, Pittie Nation, Soulmates, and more, which have helped us amass more than 4.2 BILLION video views, 3.4 BILLION minutes watched, and 13+ Million followers on Facebook Watch. The Dodo has four of the top 15 shows on Watch in views per episode and the top five "most-loved" shows on the platform.

This summer, we premiered our first linear TV series Dodo Heroes on Animal Planet -- marking Group Nine's first expansion into linear TV and Discovery Inc.'s first TV relationship with a digital-first brand. Dodo Heroes' six one-hour-long episodes highlight the everyday everyday heroes that go to extreme lengths to help animals around the world.

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" -- the world's only Spanish language channel dedicated to animal content. In just under a year, the Facebook page has amassed over 2 Million followers and we also launched an El Dodo presence on YouTube.



Entrant Company / Organization Name

The Dodo