THE BRIEF
Dogs4Rescue wanted people to help their protest against the recent changes to animal legislation in Manchester, which meant their dog hotel would have to be shut down. This legislation change also directly impacted their dog rescue centre which is funded by profits made by the dog hotel, so they also wanted to make people aware of this.
OUR SOLUTION
Our solution was to make a video about the impact the legislation changes had on Dogs4Rescue and get our audience to help fight for their right to have an animal license. We planned and executed a professional video shoot at both the dog rescue centre and the dog hotel. We knew our audience are big dog lovers but we wanted to prompt them into action as well as get them to share and engage in the video. The owner of Dogs4Rescue, then started a petition to change the animal legislation in Manchester and in our video, encouraged our viewers to follow the link and sign the petition.
WHAT WE DELIVERED
The video reached a massive 2.8 million people and got 1 million views in it’s first week. Our top audience was women aged 44-54 in England, which shows that the video was well received by our main demographic. We had really high engagement on the video as well getting, 16k likes, 1.6k comments, and 17.5k shares. The petition Dogs4Rescue set up also gained 11,826 signatures as a direct result of our video. We also received an email later that day to say that Manchester City Council had been in touch with them and agreed to extend their license whilst they discuss changing the animal licensing legislation to include free-roaming dog hotels.
Content Distribution
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