Cat Society "Cats On Facebook"

Hong Kong Cat Society rescues abandoned cats, and finds them a new home. But as a small, independent voluntary organization, their resources are far fewer than large NGOs like the SPCA. A traditional way of promoting them would probably be relatively ineffective in achieving what they really want to do -- find their cats new homes.

In traditional animal adoption advertising, we are shown the brand without ever seeing the actual pets we're being asked to adopt. But people adopt pets, not brands. So instead of just branding, we let 50 of our cats speak for themselves by opening Facebook accounts. By sharing their hopes, dreams, and the harsh reality of street life, they told a community of over 500 million what they wanted most in life -- a real home.

Within three days, 50 of our cats made more than 8,000 friends. And within a month, all had been adopted. By letting our cats speak for themselves without being overshadowed by the brand, we changed the way pet adoption is promoted. In fact, this new approach aroused much more public and media interest than a straight advertising approach. Other NGOs are being inspired too, and more cats are joining Facebook, making friends, and finding homes.

Category:

Entertainment

Tags:

• Leo Burnett Hong Kong
• Cat Society
• Cats on Facebook
• 2Q11 GPC
• 7+