In New York City, around 25,000 pets are brought into shelters every year, leaving a few weeks for these pets to find a new home. We wanted to find a way to trigger and ensure more adoptions happen.
To do this, we put the face of real adoption opportunities in the hands of busy New Yorkers while continue to position Hill’s as a loving and caring brand that proactively helps animals in need.
Getting New Yorkers to adopt a shelter pet is not easy. While getting them into shelters is a challenge, their lifestyle can discourage them from considering a pet. Data from three different sources helped us identify the perfect intersection point between: location, housing size and available pets. The right message in the right context under the right circumstances, proved effective as all pets featured in “Outside the Box” found their forever homes.
Starting on March 2018, we gathered data from the New York City Pet Friendly Index (neighborhoods, pet friendly facilities nearby, vet clinics, parks) and we crossed it with existing data from housing algorithm. Then, we matched this criteria with the database of shelters from Hill’s “Food Shelter Love” program to find the right pet. Because the average stay of a pet in a shelter is between two and three weeks, we needed to move fast. By partnering with moving companies, we customized their boxes with imagery of the featured shelter pets persuading people with a simple message: “Your new home, can be their new home”.
When looking for a new place, a third of millennials consider places optimal for a potential pet they don’t have yet (Harris Poll, 2017). Moving also triggers the desire of new starts and betterment. We wanted to lean into this mindset and activate people’s consideration for pet adoption a lot sooner, with an emotional messaging and imagery.
We focused on finding the right shelter pet for each person and house by gathering data from different sources and integrating it to enable customized messaging that engaged with people and made adoption an irresistible opportunity.