World for All: GETTING STRAYS BACK ON THEIR PAWS
The Context:
We worked with World For All in 2017-2018. A combination of a change in Facebook's algorithm, fatigue from posting one-dimensional adoption appeals content too frequently, and a lack of brand building led to a steady decline in the number of adoptions. With no media budgets, we needed a fresh approach to social.
The Insight:
A cry for help can only take you so far. To ensure that the Facebook algorithms worked for us, we needed to create content that was shareable and engaging. And what could possibly work better than videos of cats and dogs just being cats and dogs?
The Idea:
We switched the conversation from 'Here's how you can help..' to 'Here's what you're missing out on!' through a mix of memes, powerful storytelling and playful videos of the animals in their element, to highlight the joy that any pet can add to the lives of their owners.
THE RESULT
Not only did this drive up the adoption rate by 3500%, from an average of 1 lead a week to 5 in a day, World For All went from being yet another NGO to a brand that you'd want to follow.
Their fundraisers went from raising an average of Rs. 0 to Rs. 15,000 per campaign, where every rupee makes a difference.