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Dog owners are more likely to adopt a pet than non-dog owners. In fact, 65% of adoptions come from people who already own a dog. So to help shelter dogs find a new home, we decided to speak directly to these people through something they’re in constant contact with: dog food packages.
That's why we turned Pura Pet's packages into a new media for the cause. Instead of using purebred dogs as models, like every other dog food brand do, we used dogs that were looking for a new home. On the packages, people had all the information they needed to adopt the dogs: photo, name, gender, size and shelter's contact number.
During the first month of the campaign, adoptions on our partner shelters raised by 32%.
What's Unique?
Instead of using purebred dogs as models on our packages, like every other brand, we used shelter dogs that were looking for a new home.