On March 10, 2015

Case Study: Coldwell Banker and Adopt-A-Pet


Case Study: The Home for Dogs Project

IHeartDogs.com is a website dedicated to providing curated content related to pet ownership, education, and adoption of dogs. We recently collaborated with Coldwell Banker and Adopt a Pet to create a social media video that would promote the important “Home for Dogs” project. Coldwell Banker is the oldest real estate residential franchise in North America, operating to fulfill the dreams of homeowners since 1906. Adopt a Pet is dedicated to helping fulfill the needs of pets and their owners by matching needy pets with loving homes. They also provide post-adoption education and literature for new owners, streamlining the adoption process, and ensuring long-term success.

The Home for Dogs Project seeks to ensure homes for 20.000 dogs, and the campaign kicked off on February 11th with an online soft launch, and a premiere on February 22nd, when Coldwell Banker released the commercial during the 87th Academy Awards. The sweet ad captures the immeasurable joy of owning and loving a pet, and features the true “rags-to-riches” story of rescue dog Max, who found a home through adoption in 2014. The concept for the spot, entitled, “Home’s Best Friend”, was conceived by Siltanen & Partners, and was directed by Kat Coiro. You can view the touching video here.

“We are so inspired by the desire of Coldwell Banker to launch this amazing program,” said Abbie Moore, executive director of Adopt-a-Pet.com  “Coldwell Banker has such a rich legacy of helping people find homes, and they recognize how important pets are in making those homes complete. We share the view that nothing turns a house into a home more quickly than the addition of a loving pet. And with more than 40 million viewers tuning into the Academy Awards, this commercial has the potential to raise tremendous awareness about pet adoption and help us find homes for so many dogs.”

Why did they reach out or choose Home Life Media?

When companies seek to reach pet owners and enthusiasts, they turn to HomeLife Media. Their social reach spans the management of over 70 Facebook pages for pet owners and brands, and they possess the largest footprint of any pet related website. Their brands reach an impressive 16 million pet owners each month, and includes the two massively popular sites, iheartdogs.com and iheartcats.com. You can view the online press kit here.

What was the main goal of the campaign?

The goal of the collective campaign and effort between the three companies was to raise awareness and the level of social consciousness about the problem of pets who need adoption. The idea and goal was to spread the word via the video, in order to reach audiences who may not be familiar with owning pets or pet adoption. By airing it during the highly viewed Academy Awards, it maximized the reach.

Campaign Results:

The adorable and moving video met with great success, earning over 35,000 shares across social media. It hit a remarkable 1.1 million views on Facebook, and 2.5 million views on YouTube in less than a week after the soft launch. It also reached 1.5k retweets on Twitter. In addition, it received over 1000 media placements, including places like Mashable and Realtor Magazine.

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Related links:

Coldwell Banker Press Release about the campaign

iheartdogs.com highlight article

Shorty Award Entry for social media awards

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