For IAMS’ annual Home For The Holidays program, we wanted to utilize the power of Facebook’s Social Graph to help spread the word about dogs and cats that need loving homes. In the past, IAMS simply announced they wanted to aid in placing 1 million pets during the holiday season, yet had no real way of measuring success or driving sustainable buzz to reach their goal.
We first began by developing a custom application that allowed Facebook users to filter through the millions of profiles available from participating partner shelters. Based on various attributes, such as the pet’s size and demeanor we allowed a more efficient way for people to connect with the right pet from a shelter near their home.
Plus, we also allowed advocates to help “sponsor” pets to aid in raising awareness for the campaign. By simply “Liking” a pet, your friends and family have the ability to either meet or pass along the call for adoption — exponentially increasing the chances for a successful placement.
We first began by developing a custom application that allowed Facebook users to filter through the millions of profiles available from participating partner shelters. Based on various attributes, such as the pet’s size and demeanor we allowed a more efficient way for people to connect with the right pet from a shelter near their home.
Plus, we also allowed advocates to help “sponsor” pets to aid in raising awareness for the campaign. By simply “Liking” a pet, your friends and family have the ability to either meet or pass along the call for adoption — exponentially increasing the chances for a successful placement.
