As always, December was the busiest month of the year, in which we witnessed the greatest number of campaigns. But apart from the campaigns for clients that are always intensified in this time of the year, agencies are always trying to set aside some of their time for humanitarian campaigns as well.
In December, Degordian worked on a Christmas campaign aimed at raising awareness of abandoned dogs and their adoption.
They decided to help Gloria Malin, who leads the S-pas by Gloria Malin association and takes care of the dogs who need a home. Namely, although she is only 20 years old, she has helped find a home for more than 300 dogs, and she is currently taking care of thirty of them. Given that this association is not a classic asylum, Gloria secures all the equipment and provides care for the dogs on her own, with the help of donations she manages to collect. She takes care of all the dogs that she saves and finds them homes in her own space.
Since there are numerous initiatives and campaigns aimed at finding homes for abandoned dogs, or for raising awareness of this issue – especially during the advent – Degordian’s goal was to make something different that would stand out, in order to find homes for as many dogs as possible. The main communication goal was to raise the awareness about the association and the dogs waiting for their new home and owners.
The strategy (orientation) of communication was to approach this subject in a more positive and original way instead of sad life stories. The insight that led them to the goal is that each dog has its own specific and special character. Every dog is special, and every dog deserves to find an ideal owner for himself.
Starting from that idea, they decided to shoot short videos for each dog in which they presented their specific features. During the advent, from 1 to 24 December, a video for each of the dogs was posted on the association’s Instagram profile, along with a description of the dog’s characteristics: Why should you adopt this dog?, How old is it? and What is special about it?
In addition to the activities on the Instagram profile of the association, numerous influencers were involved in the campaign, so Slavko Sobin, Barbara Vesanović and numerous others shared the campaign and initiative on their own channels. And there were also media that gladly reported on the initiative.
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Campaign results are now known as well. Its success is best explained by the fact that during its lifetime 12 adult dogs were found a home, while for comparison, at the same time last year, the number of adopted dogs in the same month was half of that, and most of the dogs that were adopted were puppies, which are generally easier to bring into a new environment.
During the campaign, the posts reached on average 75,000 people, while the average number of views on videos was 3,644.
Given that the budget for sponsoring was just 10€ per post, the campaign achieved results that exceeded all expectations.
Degordian underlines that they approached this campaign as any other, but the goal they were after was more appealing than usual. And they are especially proud of the fact that two of their own employees adopted dogs from the S-pas association.
