In America, only 25% of senior shelter dogs get adopted. To change this, we joined forces with Pet Life Unlimited and style icon Christie Brinkley to transform senior dogs into adoption-ready stars, using Pet Life Unlimited’s grooming products to give them an official glow up. Teaming up with Animal Haven New York, we orchestrated an impactful adoption event, illuminating the products and purpose, while shedding a light on these deserving companions in need of forever homes. Together, we worked to rewrite the fate of senior shelter dogs, offering them a renewed chance at love and companionship.
The Furever Young campaign was a mission dedicated to magnifying Pet Life Unlimited and their grooming products through a purpose-driven, earned-centric strategy. Our primary goal was to uplift brand sentiment to resonate with potential customers and retailers. This wasn't just about amplifying Pet Life Unlimited's product line; it was also about enlightening people about the poignant statistics surrounding senior shelter dogs.
With a commitment to generating widespread interest, our strategy was designed to secure press and influencer engagement. This drove the brand into the spotlight while shedding light on the challenges faced by these pups.
To tug at heartstrings and seamlessly incorporate the product into our storytelling, we created a senior dog glow up day. This event served as a pivotal means of showcasing Pet Life Unlimited's offerings while celebrating the transformations of these remarkable canine companions.
To ensure extensive coverage and visibility, we forged strategic partnerships with Christie Brinkley, NYC-based shelter Animal Haven, and prominent influencers within the dog-loving community. Collaborations with influential platforms like @dogsofinstagram and @thedodo, the largest animal page on Instagram with nearly 11M subscribers, successfully drove awareness to the adoption event and Pet Life Unilmited's key products.
To highlight the dog's glow ups, we embarked on the creative endeavor of recreating several of Christie's most iconic magazine covers from the past five decades. These covers were reimagined with the assistance of Pet Life Unlimited's grooming products, ensuring that our furry friends were nothing short of picture-perfect for their grand reveal. This approach not only captured the attention of media and celebrities, spurring their active participation in the campaign, but also showcased the transformative power that sets these products apart, ulimately leading to both product sales and dog adoptions.
The results have been profound.
This campaign not only resonated with a vast audience but also amplified the resonance of Pet Life Unlimited's mission to intertwine their products with a compelling cause. The success of the campaign hinged on our ability to orchestrate a harmonious blend of purpose and product in a way that cultivated a positive brand sentiment while also igniting action.
Christie and our tastemakers played a crucial role in amplifying our impact far and wide, making the Furever Young adoption event a catyalst for over 189M media impressions and over 10M celebrity and influencer impressions – a resounding triumph.
The adoption event secured coverage in 17 esteemed media outlets, including WWD, People, E! News, Pet Age, Women's Health, and featured in 22 stories that spotlighted the dogs. Through our influencer and celebrity partnerships, the shelter pups and grooming products were showcased across over 80 social media posts. All of our influencer partners exceeded expectations, with their reel content surpassing our average ad engagement benchmark.