| Cannes Lions, 2015 | ||
|---|---|---|
| MEDIA | MEDIA: DIGITAL & SOCIAL: USE OF DIGITAL CONTENT | SILVER |
| CYBER | SOCIAL: USE OF SOCIAL DATA & INSIGHT | BRONZE |
| Clio Awards 2015 | ||
| Direct | Public Service: Digital | Bronze |
| Engagement/Experiential | Public Service: Guerrilla | Bronze |
| El Sol Festival (Espanol), 2015 | ||
| Márketing Directo | Otros canales digitales, móvil, redes sociales | Sol De Plata |
| Digital | Piezas y acciones de comunicación en comunidades y redes sociales | Sol De Plata |
| D&AD Awards, 2016 | ||
| Digital Marketing | Tactical Digital Marketing | Graphite Pencil |
| Direct | Direct Response/Digital | Wood Pencil |
| One Show, 2016 | ||
| Direct | Non-Profit - Digital (Websites, Mobile, Social Media) / Digital (Websites, Mobile, Social Media) | Silver Pencil |
| One Show Entertainment | Consumer - Other Branded Content / Custom Content | Silver Pencil |
| Wave Festival, 2016 | ||
| Branded Content | Uso ou integração de digital ou mídia social | Prata |
| Promo | Digital & Social | Prata |
| Facebook Awards 2016 | ||
| NA Regional Winners | Facebook For Good | The Winners |
Advertiser: DPA
Agency: DIESTE
Geo: USA
Account Director: Anita Hamilton(Dieste/Inc.)
Director Of Pr: Carla Eboli(Dieste/Inc.)
Account Supervisor: Elva Garza(Dieste/Inc.)
Art Director: Francisco Arranz(Dieste/Inc.)
Community Manager: Jesse Echevarría(Dieste/Inc.)
Paid Media Director: Lauren Seifried(Standing Dog Interactive)
Associate Creative Director: Monica Douglas(Dieste/Inc.)
Paid Media Director: Ryan Owens(Standing Dog Interactive)
Music Supervisor: Alexis Estiz(Personal Music)
Jr Art Director: Arturo Lee(Dieste/Inc.)
Executive Creative Director: Ciro Sarmiento(Dieste/Inc.)
Director of Digital: Francisco Cárdenas(Dieste/Inc.)
Head Of Art: Gustavo Zapata(Dieste/Inc.)
Director: Jorge Colon(Leitca Films)
Copywriter: Jose Benitez(Dieste/Inc.)
Audio Engineer/Sound Designer: Luis Gomez(Personal Music)
Executive Producer: Melina Acevedo(Leitca Films)
Chief Creative Officer: Paco Olavarrieta(Dieste/Inc.)
Producer: Vanessa Lozano(Personal Music)
URL: http://www.adoptabletrends.com...
Production Company: Standing Dog / Dallas, Letca Films / Miami, Personal Music / Miami
Features: Boosted Posts, Local Awareness, Video Ads
Language: English (US)
Objectives: Awareness, Intent, Online Traffic, Offline Traffic, Sales, Direct Response
Tags: Entertainment, North America, English (US), Boosted Posts, Local Awareness, Video Ads, Awareness, Intent, Online Traffic, Offline Traffic, Sales, Direct Response, TV, Online
Campaign Description
Dallas Pets Alive encounters the same problem each year; around 2.7 million dogs are euthanized in the U.S. after 1-2 weeks because they lack the attention and online exposure they need to find a permanent home. In order to increase traffic to the site, engagement, and ultimately increase adoptions, we needed to maximize attention where attention was scarce.
The idea was simple: we renamed our adoptable dogs after something that earns a lot of attention. We renamed them after the hottest trending topics.
Campaign Goals
Facebook, being a natural home for conversations around trending topics, played a key role in driving engagement and increasing adoptions. It gave us a chance to build on the existing community while reaching as broad network as possible. We knew that Facebook, our target’s most frequently used social networking site, was the ideal 2nd home for us to build deeper connections in leading them towards our dogs.
Campaign Performance
We redirected the attention trends get towards our dogs, and made trending topics, one of the most powerful social phenomenons in the world, our new direct and close way to adopt dogs.