Getting the UK to find their Special Someone with Dogs Trust…

Dogs Trust is an animal welfare charity that specialises in rehoming dogs.

The Brief

Summer 2016 saw Dogs Trust launch a new creative positioning, encouraging the nation to “Find their Special Someone”.

We were tasked to create awareness of Dogs Trust’s rehoming offering as well as driving traffic to their website to help home a constantly changing collection of dogs, wanting to find their Special Someone.

What We Did

As part of a full multimedia campaign, we brought to life the emotional connection between our audience and dogs in Dogs Trust centres through interactive, personalised VoD.

Using ALL4’ first party data to establish who was watching, our ad featured a playful dog tapping, licking and running across the screen whilst appealing to our viewers by name - "LAURA, ARE YOU MY SPECIAL SOMEONE?"

The Results

The personalised campaign achieved the highest engagement rate ever seen by Channel 4. With a benchmark of 1.3%, Dogs Trust delivered an exceptional 13% engagement rate.

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