The Covid-19 pandemic has precipitated a boom in dog adoptions and whereas it might appear straightforward for many canines to get a house, the method isn’t that straightforward for shelter canines within the southern United States.
Pure disasters and lenient spay-neuter practices have led to overcrowded shelters and high euthanization rates within the South. Nonetheless, there are particular nonprofits devoted to transporting canines to shelters with empty kennel house in northern components of the U.S.—and Tito’s Handmade Vodka is highlighting these teams by a brand new content material and fundraising marketing campaign.
The Fifth Generation-owned brand has debuted Coming Home: Stories of Canine Transport, a collection that paperwork how three nonprofits save canines by taking them to areas the place they’ve a greater probability of discovering a everlasting dwelling. The marketing campaign may also embrace partnerships with quite a few media platforms to boost funds for the featured volunteer teams.
Tito’s vp of selling Taylor Berry instructed Adweek that the marketing campaign, which extends the model’s ongoing Vodka for Canine Folks animal rescue program, was designed to boost consciousness across the actuality of shelter canine transport, a difficulty many canine lovers aren’t accustomed to.
“The impetus of the entire challenge was [showing] how we may get these canines in peril to locations the place they’re needed and have a greater probability of being adopted,” Berry mentioned. “We’re all conscious about how a lot content material there may be proper now, and we felt one of the best ways to inform these tales was to go on these transport journeys.”
The model partnered with manufacturing firm Factor to movie the collection on the finish of 2019, deploying manufacturing groups and administrators to doc transports facilitated by Wings of Rescue, which focuses on flying large-scale transports; Mission Miracle K9, which transports canines out of high-kill shelters in Texas through car; and Pilots N Paws, run by volunteer pilots.
Berry mentioned his group made a purposeful determination to not have a script for the shoots and embrace minimal branding, because the objective was to easily highlight what can usually be emotional and taxing journeys for the volunteers and the pets.
“All the things that occurs onscreen is strictly what would occur on any given transport. We felt like exhibiting that rawness to the patron was a means for them to actually perceive how intangible this challenge could be,” he mentioned. “We additionally needed to launch the marketing campaign round hurricane and pure catastrophe season, when these transports are most wanted, to verify this was well timed and we’d have one of the best probability at doing a fundraiser round this program.”
To kick off the marketing campaign’s fundraising aspect, Tito’s partnered with canine humor social platform WeRateDogs to amplify the Wings of Rescue’s movie throughout its accounts to drive donations for the nonprofit. The model stories the preliminary donation objective of $20,000 was reached in 45 minutes, which led to Tito’s rising the matching quantity to $40,000, resulting in $80,000 in whole donations for the nonprofit.
Berry mentioned the model plans to proceed fundraising for the opposite nonprofits by amplifying the marketing campaign with digital buys in The Dodo and BuzzFeed, in addition to partnerships with Animal Planet and Discovery.
To this point, Tito’s is viewing the marketing campaign as successful based mostly on the preliminary fundraising marks hit and social engagement. On WeRateDogs’ Twitter account, the Wings of Rescue has acquired greater than 595,000 views, greater than 3,000 retweets and 20,000 likes.
Berry mentioned client reactions to the marketing campaign will inform how Tito’s crafts marketing campaign storytelling and the way it determines media companions transferring ahead.