Like most charities, the PEDIGREE ADOPTION DRIVE is seeing the impact of ‘slacktivism’: the trend toward people engaging with charities in the social space but no longer doing the things that have real world impact (such as donating!)
Rather than try to change this behaviour, we found a way to harness it, use it to our advantage. We created ‘Sharity’ - a world first initiative that turned YouTube content into a fundraising mechanic. Just by watching and sharing our video, users were helping raise money for dogs in need.
With a $0 media spend, and a total campaign cost of only $17,500 (US) we managed to not only create a new way for the existing habits of consumers online to raise money, reach over 5 million consumers online, but we also drove an unprecedented 390% increase in direct donations.