WORK
APA ADOPTION CENTER
100 YEARS ON THE NOSE
Every single day, there’s a reason to celebrate something at the APA Adoption Center. In 2021, there were over 4,000 reasons to celebrate if you only count the number of adoptions. But turning 100 years young begged for a little more than the usual optimism and excitement the APA has become known for.
Just a little.
Rather than fire up the confetti cannons and secure a parade permit, we decided to bring the party down to a more intimate level. With a boop.
BRAND DEVELOPMENT
CAMPAIGN LAUNCH
POINT-OF-SALE
SOCIAL MEDIA
DIGITAL
EVENT PROMOTION
VIDEO
OWNING THE BOOP
The boop is a symbol of connection between a pet and their person. It’s sweet, sincere and perhaps most importantly, it’s fun.
That makes a boop perfect for the APA, an organization facilitating lifelong bonds. So we took that little moment and magnified it to a full-blown public display of affection. The boop found its way onto billboards, social media, signage, the website and wove it through a year’s worth of programming.
ROLLOUT STRATEGY
We started with a little tease. Unbranded billboards appeared in three high-traffic locations around the city. Each week, our pet and their person moved closer and closer together until, you guessed it, they booped in the middle.
From there, we outlined a messaging strategy to span the full year. First, we set out to define the boop and why the APA is associating with it. Then in phase 2, we invited others to join us. And phase 3 is all about recognizing our fellow boopers.
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
PHASE 1
INFORMING & INVITING
PHASE 2
INVOLVING EVERYONE
PHASE 3
ACKNOWLEDGING
We were not surprised to see website visitors from social media platforms. But we knew the campaign was connecting with the audience when we started to see how many people found the campaign landing page organically or by typing it directly into their browser. The message stuck. And all the media worked in concert with one another.
Organic Search
Direct
Paid Social
Organic Social
Referral
WALK OF THE CENTURY
Not every potential donor is prepared with an oversized check. That’s why we invited people to participate in our celebration by walking alongside their beloved companion. The Walk of the Century was designed to commemorate the big 100th birthday with 100 miles of togetherness. Awwww. Each participant was invited to pledge virtually and track their mileage through the end of the year.
RESULTS
This centennial celebration coincides with an important capital campaign for the APA. By elevating awareness and inviting participation, “BOOP! We’re 100” has assisted in raising 75% of the overall $5M fundraising goal by May 2022.
11%
INCREASE IN WEBSITE USERS YEAR-OVER-YEAR*
11,001
CAMPAIGN PAGE VIEWS*
1,158,595
SOCIAL MEDIA IMPRESSIONS*
JULY 26, 2022
INAUGURAL NATIONAL BOOP YOUR PET DAY
*Feb-May 2022
