Making the most of a fairly lean media budget, we placed fake banner advertisements for Same Day Pups on popular puppy-related sites, purchased ads targeting top search terms used by prospective puppy purchasers, and promoted the video on social media and through PR.

To everyday Internet users, it all looked real. But once people landed on and clicked, or tried to navigate deeper into the site, they were met with the truth about puppy mills, and were redirected to which educated consumers on how to ethically obtain a puppy.

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