Back before Mister Ed, the loquacious equine star of the eponymous 1960s TV sitcom, there was Francis the Talking Mule.
Good old Francis was featured in seven 1950s movie comedies.
So, the concept of “talking” animals is not new. It’s all a matter of proper execution. It helps if you have the animals’ mouths in motion and you can craft their “dialogue” accordingly. (Francis and Ed weren’t afforded that luxury; they had to follow the scripts as written.)
It also helps if you have an array of (very cute) critters with a common longing—to gain a companion, even of another species, to share time with when their human pals aren’t around.
Such is the Pets Add Life video campaign
—a series of YouTube videos promoting the adoption of pets, specifically shelter animals, that generated tremendous online buzz. It spread awareness of pets’ loneliness, it spurred adoptions, and it garnered the top spot in the Best Viral Campaign category of Ragan’s 2014 PR Daily Awards.
The videos feature, among others, a scruffy little pooch decrying the indignity of a recent bath, a guinea pig who delivers a spot-on turtle impression, and a high-spirited hound who wants a tabby kitten to chum around with.
The writing of these spots is clever, and the synching of the animals’ words (and tone) with their movements is spot-on. The sponsors also solicited viewers’ dubbed videos, enhancing engagement and online sharing.
As for the results, here are the numbers from the campaign itself:
At the start of 2013, PAL set objectives for each social media platform. Below are objective numbers and actual result and success numbers.
- Objective: 2,000,000 YouTube video series views
- Result: 22,523,914 views
- Objective: 100,000,000 brand impressions
- Result: 130,668,484 impressions
- Objective: 2,500,000 online engagements
- Result: 19,051,916 engagements
- Objective: 250,000 Facebook likes
- Result: 274,843 likes
- Objective: 15,000 Twitter followers
- Result: 24,087 followers
- Objective: 200 media hits
- Result: 500 hits
Additionally, the Facebook “Shelter Showdown” national contest garnered the following:
- Shelters entered: 1,907 (up from 94 the previous year)
- Total fan votes cast: 182,606 (up from 41,739 the previous year)
We salute the Pets Add Life campaign and send heartfelt congratulations to all those pets and their human counterparts who have added a pal this past year.
Want to get recognized for your hard work? Find out about Ragan and PR Daily’s award programs here: http://www.prdaily.com/Main/RaganAwardsPrograms.aspx