Why This Dog Adoption Initiative Is the Perfect Example of Content Marketing
We’ve all seen those TV ads. Image after image of sad, lonely puppy faces scroll past our
eyes as a violin wails softly in the background, while Sarah McLachlan begs us to open our homes to these abandoned four-legged angels.
For many years, tear-jerking spots like these were the standard for Melbourne, Australia–based organization The Lost Dogs Home. When they stopped being effective, the team decided it was time for a radical move … and it was freaking brilliant. Check it out:
So, what is it about this campaign that makes it the perfect content marketing storm?
- It’s a service, not a sales pitch. The message of the Human Walking Program is “come take a break from work and enjoy a little canine therapy,” not “come meet our lovable rescues and maybe take one home.” Visitors were welcome to come and go as often as they liked and walk as many dogs as they wanted, with no high-pressure sales pitch. (They left that part to the dogs themselves.)
- It creates a personal experience. There’s a world of difference between watching a TV ad in your living room and getting up close and personal with a new furry friend in the park.
- Right place, right time. Who doesn’t like the idea of taking a midday break from work? By locating the Human Walking Program in urban parks, the campaign offered stressed cubicle dwellers the chance to take in some fresh air and sunshine while they enjoyed some four-legged companionship.
- It breaks down walls of separation. We’ve all seen our share of “sadvertising,” and yes, we may have even been moved to tears by it. But just as we were about to pick up the phone, those nagging doubts started to set in. The Human Walking Program offered potential adopters not only the chance to meet some adorable rescues, but also to get their questions answered by knowledgeable Lost Dogs Home staffers while they enjoyed their midday break in the park.
- It’s all about the audience. Old approach: “Adopt a dog because you can help him.” New approach: “Adopt a dog because he can help you.” Brilliant!
And the results? According to the video, over 5,000 office workers have been “rescued,” and every dog was adopted.
Have you seen an outstanding example of content marketing that you’d like to share? Tell us about it in the comments — we’d love to hear from you!
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About the Author
A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).
As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or business.
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