THE BRAND

The San Marcos Animal Shelter provides adoption services and veterinary care in the San Marcos, Texas, regional area

THE GOAL

Encourage local 18 to 24-year-olds to adopt cats and kittens by using social media analogies to emphasize the companionship they provide

 

 

THE CONTENT

 
This bus stop billboard highlights a new adoptee and her furry friend. It prompts readers to "see more activity" on the San Marcos Animal Shelter website in much the same way that they would explore an online friend's recent activity.

This bus stop billboard highlights a new adoptee and her furry friend. It prompts readers to "see more activity" on the San Marcos Animal Shelter website in much the same way that they would explore an online friend's recent activity.

This clickable newsletter ad directs users to one of two places; If they choose "Accept," they're directed to a webpage on which they can learn more about the pet and apply to adopt it by clicking "Add Friend." If they choose "Reject," they're directed to a webpage on which they can fill out a questionnaire to match them with other available pets.

This clickable newsletter ad directs users to one of two places; If they choose "Accept," they're directed to a webpage on which they can learn more about the pet and apply to adopt it by clicking "Add Friend." If they choose "Reject," they're directed to a webpage on which they can fill out a questionnaire to match them with other available pets.

This Facebook carousel ad, which mirrors the platform's native "People You May Know" feature, highlights three available pets and describes them in terms of their personality traits. Copy (Body): Adoption has never been easier. View your personality matches and send friend requests with our new FriendFinder feature. Copy (Image #1): Your Energetic Friend; Lucy enjoys long walks to her scratching post, bathing in the weekend sun and chasing lasers. Copy (Image #2): Your Laid-Back Friend; Oliver spends his days perching in windows and his nights silently hunting shadows. Copy (Image #3): Your Compassionate Friend; Rayna prides herself on being an expert cuddle, master nuzzler and prized purring artist. Copy (Image #4): Find Feline Friends Nearby; Visit smtx.gov/animalshelter to learn more.

This Facebook carousel ad, which mirrors the platform's native "People You May Know" feature, highlights three available pets and describes them in terms of their personality traits.

Copy (Body): Adoption has never been easier. View your personality matches and send friend requests with our new FriendFinder feature.

Copy (Image #1): Your Energetic Friend; Lucy enjoys long walks to her scratching post, bathing in the weekend sun and chasing lasers.

Copy (Image #2): Your Laid-Back Friend; Oliver spends his days perching in windows and his nights silently hunting shadows.

Copy (Image #3): Your Compassionate Friend; Rayna prides herself on being an expert cuddle, master nuzzler and prized purring artist.

Copy (Image #4): Find Feline Friends Nearby; Visit smtx.gov/animalshelter to learn more.

This webpage showcases an available pet's profile. Basic details like age, sex, breed and hobbies make up the minimized profile. Users click "Expand Profile" to view a lengthier description of the pet, including medical records, microchip information, temperament, intake date and more. Users click "Add Friend" to apply to adopt the pet, at which point an application is sent to their e-mail address.

This webpage showcases an available pet's profile. Basic details like age, sex, breed and hobbies make up the minimized profile. Users click "Expand Profile" to view a lengthier description of the pet, including medical records, microchip information, temperament, intake date and more. Users click "Add Friend" to apply to adopt the pet, at which point an application is sent to their e-mail address.