Dogs Trust’s #specialsomeone campaign breaks nationwide, targeting dog lovers to rehome a dog and change a life forever.

We created the digital, press, OOH and radio activity for the Dogs Trusts #specialsomeone campaign. The placements feature Mojo, the celebrity dog (with his own IMDB profile) playing and messing with the media, from the loading bar to the call to action buttons.

Our approach -

The challenge was to bring the charm of owning a dog into the placements, to make the viewer engage, empathise and fall in love with what Dogs Trust do in 0.5 seconds. We thought there was no better way to do this than have the dogs interact with the graphics and the audience.

Benchmarks were exceeded across the board proving the effectiveness of the campaign with a total CTR of 568,748 leading to the #specialsomeone rehoming page.

The Channel 4 Video On Demand placement showed Mojo licking the screen and interacting with the name of the viewer -

‘This campaign has one of the highest CTR we've seen, we now use it for internal presentations as a great example of the use of personalised VOD!’ - Channel 4

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