Role Creative and Media AOR
Assignment Puppy Mill Campaign - Year One
Channel Digital Creative and Social
Services Strategy Creative Concept Creative Production Social Amplification Visual Design Technology Media Planning and Buying
Our campaign aimed to educate prospective puppy buyers by showing the absurdity of treating puppies like products. At the center of the effort was a fictional service offering same-day delivery of puppies via drone. We gave it an adorable fake promotional video, a slick website (SameDayPups.com) and real paid media that drove prospective puppy purchasers to the site.
Making the most of a fairly lean media budget, we plastered popular puppy-related sites with fake banner advertisements for SameDayPups, purchased ads targeting the top search terms that prospective puppy purchasers used to begin their online research, and promoted the SameDayPups fake promotional video on social media and through PR.
After only five weeks, we had delivered a total of 28 million media impressions and had over 111,000 unique visitors to our sites. Search ads for SameDayPups.com dominated the results of the most popular online puppy buying keywords. And thousands of possible puppy purchases were intercepted.