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Samsung: Help-A-Dog-A-Thon

Social Media Campaign

The Brief

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 The Blue Cross and 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.

The Strategy

This is where “Help-A-Dog-A-Thon” was born. The bespoke Facebook 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. With every virtual dog adopted, Samsung donated a vaccine.  

After this, we 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.

Samsung: Help-A-Dog-A-Thon - Example Work
Samsung: Help-A-Dog-A-Thon - Example Work

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