Title	ADOPT A PACK
Brand	HILL'S
Product/Service	"ADOPT A PET" FUND
Category	E02. Low Budget / High Impact Campaign
Entrant	POSSIBLE MOSCOW, RUSSIA
Idea Creation	POSSIBLE MOSCOW, RUSSIA
Production	POSSIBLE MOSCOW, RUSSIA

Name	Company	Position
Vlad Sitnikov	Possible Moscow	CCO
Maryam Akhunova	Possible Moscow	Creative Director
Yuri Korobov	Possible Moscow	Creative
Roman Antonov	Possible Moscow	Art Director
Evgenia Kuznetsova	Possible Moscow	Art Director
Anna Trotsina	Possible Moscow	Designer
Oleg Sedikin	Possible Moscow	Programming
Sergey Rozhnev	Possible Moscow	Client Service Director
Natalia Khorokhorina	Possible Moscow	Account Director
Anna Smal	Possible Moscow	Account Manager

Why is this work relevant for PR?

Hill's pet nutrition stands for the serious relationship between the parent & the pet. That's why Hill's supports "Adopt a pet" fund in Russia. But before looking for a home for thousands of cats & dogs we need to change the image of homeless pets in general. To solve this we should make shelter pets part of people's everyday conversations. So we've decided to use for this a messenger – one of the most popular ways to communicate today.

Background

Hill's pet nutrition stands for the serious relationship between the owner & the pet. That's why brand supports "Adopt a pet" fund in Russia. But before looking for a home for homeless pets we need to change their image of in general. Brief: Shelter support is an integral part of the Hill’s brand. However, in Russia the subject of shelters and animal homelessness is still not widely discussed, and the image of shelter pets is not very appealing. Hill’s has the opportunity to change this through the power of nutrition: with the right food, every pet can be happy, healthy, and active. All that’s missing is a loving forever home. Hill’s Russia took a proactive stance to change that. Objectives: Initiate conversation about the beauty and uniqueness of shelter pets, encouraging potential pet parents in Russia to change a homeless animal’s life for the better with love and proper nutrition.

Describe the creative idea

We created a sticker pack where each sticker depicts a pet that needs a new home. The biography of any pet can easily be found by sending its sticker to an @adoptapackbot that will immediately send back its information, photos and advice on right nutrition from Hill’s. Each time a shelter gets a new pet, a new sticker is added, and whenever an animal finds a home, its sticker disappears from the pack.

Describe the strategy

Data gathering: We looked at the media consumption of middle and upper-class Russians interested in pets to identify the relevant platform to deliver our message. Target audience: Wealthy people, from 18 to 35 years old, who actively communicate in messengers. Relevance to platform: Telegram is Russia’s third largest messenger app. More importantly, it is the only messenger app that allows any user to create their own stickerpack free of charge. The stickerpacks are actively used, shared and installed. Approach: We created an emotional stickerpack using real photos of the animals at the “Adopt a Friend” shelter. The stickers not only showed the pets’ cuteness – but also reflected their unique personalities. A dedicated chatbot provided users with more information about each pet on request. This not only made shelter pets an integral part of users’ everyday conversations – but also cost us practically nothing to create and promote.

Describe the execution

We visited several shelters managed by the foundation and took expressive photos of the cats and dogs waiting for their forever homes. Each animal got its own sticker in a Telegram sticker pack. A specially created chatbot could tell users more about each sticker pet it was sent. Once the launch of the sticker pack and bot had been announced on social media, the sticker pets started getting adopted - and today we are still replacing adopted stickers with those still waiting. The implementation of this project does not require extensive media investment: any shelter in any part of the world using the Telegram messenger can do it.

List the results

– 300$ media and production budget; – 9 500 sticker pack installations; – 36 000 stickers sent; – 350 000 coverage; – More than half of the pets in the pack have already been adopted and replaced.