With over 118,000 stray dogs being picked up every year in the UK, worldwide electronics company Samsung decided to help tackle this with a digital solution. Partnering with animal welfare charity Blue Cross, and dog heath promotions organisation, The Kennel Club, they strived to create a Facebook app that could be used to give abandoned dogs crucial medical treatment with every user engagement, while generating further awareness of the cause.
This is where “Help-A-Dog-A-Thon” was born. The bespoke app allowed users to adopt their own virtual pet and keep it happy and healthy – just like the Tamagotchi. With four dog breeds to choose from, including a Labrador, Greyhound, Staffordshire Bull Terrier and a cross breed, users could then nominate a name for their pocket pooch, exercise, play with, and feed it. And with every virtual dog adopted, Samsung donated a vaccine. My Social Agency then devised a fully-fleshed out social media strategy around the app to support its organic reach from the Facebook accounts of Samsung UK, Blue Cross and The Kennel Club Facebook. This ensured that messages conceived to voice the campaign were consistent and optimised for maximum impression and engagement levels.
The “Help-A-Dog-A-Thon” campaign generated engagement with over 1 million fans, and prompted the adoption of 2,000 virtual pets. Of course, with Samsung’s promise this equated to tangible results, as the happy digital pooches got their real life counterparts. The brand ensured 2,000 homeless dogs received medical attention. This meant the dogs could be safe to move into a loving home and lead the healthy, happy life they deserved – an achievement consumers of the app played their part in through their engagement.