Helping dogs find their #specialsomeone
The way people get a dog is changing. A third now go online to buy their dog where pics of cute little puppies grab hold of potential dog owners and won’t let go. That means that fewer people are visiting Dogs Trust Rehoming Centres – where there are thousands of dogs waiting for their new forever homes. So we helped Dogs Trust get more people into their centres – and start a relationship with a rescue dog.
Our research with over 2000 dog owners showed that people looking to get a dog often start with the best intentions: 79% of people like the idea of rehoming, but they then tend to buy online (it’s those puppy pics).The research also revealed a real truth that owners believe that their dog picked them, not the other way round.
So we created an emotionally charged TV advert to grab people before they went dog shopping online. It told the tale of a Dogs Trust dog who was holding out for his hero – his new owner.
We followed up with an online banner campaign and used our Dogs Trust advocates – everyday people and celebrities – to share stories of their ‘special someones’. And the public lapped it up.
- 76% of UK adults are aware of the campaign
- 7.8 million online views
- Centre visits up 15% on the previous year
- Rehoming up 8% on last year