Role
Creative and Media AOR

Assignment
Puppy Mill Campaign - Year One

Channel
Digital Creative and Social

Services
Strategy
Creative Concept
Creative Production
Social Amplification
Visual Design
Technology
Media Planning and Buying

The Humane Society of the United States, the nation’s largest animal protection organization, partnered with Rokkan as its Creative and Media Agency of Record to lead the organization’s first-ever national puppy mill awareness and education campaign.

Ever since the Internet became a place to buy products, puppy mill operators have become savvy at selling dogs online—even with next day delivery. And people looking to bring pets into their families are simply not aware that they are perpetuating a system of inhumane puppy mills operated by breeders with no regard for animal welfare.

 

Our campaign aimed to educate prospective puppy buyers by showing the absurdity of treating puppies like products. At the center of the effort was a fictional service offering same-day delivery of puppies via drone. We gave it an adorable fake promotional video, a slick website (SameDayPups.com) and real paid media that drove prospective puppy purchasers to the site.

Making the most of a fairly lean media budget, we plastered popular puppy-related sites with fake banner advertisements for SameDayPups, purchased ads targeting the top search terms that prospective puppy purchasers used to begin their online research, and promoted the SameDayPups fake promotional video on social media and through PR.

After only five weeks, we had delivered a total of 28 million media impressions and had over 111,000 unique visitors to our sites. Search ads for SameDayPups.com dominated the results of the most popular online puppy buying keywords. And thousands of possible puppy purchases were intercepted.