To build brand affinity for Animal Planet and celebrate Mother’s Day with the audience.
For the occasion of Mother’s Day, the idea was to celebrate mothers regardless of the species. The stories of people and their pets along with a message that anyone can #BeAMom were showcased on social platforms. As a part of the Adopt-a-thon, a promotional video was created that led to pet adoption in association with World For All. To further the idea of adoption, a microsite was created, where people could read stories of other pet parents, adopt a pet in need & #BeAMom.
Digital and Social Media Activation + Microsite to register users.
1. We generated more than 6,000 adoption leads.
2. Our website had more than 76,000 visitors.
3. We received a total of 72,95,603 views on our brand video.
4. In total, we received 22,520,316 reach and 36,882,282 impressions.