|Title||ADOPT A MEME|
|Brand||SOCIETY FOR PREVENTION OF CRUELTY TO ANIMALS (SPCA)|
|Product / Service||ANIMAL ADOPTION|
|Category||B11. Use of Social Platforms|
|Entrant||DDB GROUP SINGAPORE, SINGAPORE|
|Idea Creation||DDB GROUP SINGAPORE, SINGAPORE|
|Media Placement||DDB GROUP SINGAPORE, SINGAPORE|
|PR||DDB GROUP SINGAPORE, SINGAPORE|
|Production||DDB GROUP SINGAPORE, SINGAPORE|
|Chris Chiu||DDB Group Singapore||Chief Creative Officer|
|Thomas Yang||DDB Group Singapore||Deputy Executive Creative Director / Head of Art & Design|
|Joji Jacob||DDB Group Singapore||Group Executive Creative Director|
|Deng Yingzhi||DDB Group Singapore||Creative Group Head|
|Dunstan Lee||DDB Group Singapore||Creative Group Head|
|Cruz Chan||DDB Group Singapore||Digital Art Director|
|Andrew Candraditya||DDB Group Singapore||Senior Solutions Manager|
|Justin Tan||DDB Group Singapore||Head of Creative Services/Partner|
|Joanne Lee||DDB Group Singapore||Agency Producer|
|Amanda Tan||DDB Group Singapore||Agency Producer|
|Ng Mei Kit||DDB Group Singapore||Project Director|
|Benjamin Lee||DDB Group Singapore||Creative Director of Social Media|
|Nadia Lau||DDB Group Singapore||Social Media Manager|
|Susanna Yap||DDB Group Singapore||Social Media Executive|
|Jolene Quek||DDB Group Singapore||Marketing Director|
|Claire Ang||Freelance||Video Editor|
We upped our social media game, transforming our usual adoption announcements into fun GIF memes. Each meme featured an actual shelter animal up for adoption, and was created based on its personality. A call to action on the GIF encouraged people to adopt the featured animal, or if they couldn't, to share the memes. People could just use them in their social conversations on platforms like Facebook and WhatsApp. The more they did so, the higher the chances of the animals finding new homes.
We created GIF memes using photographs of selected shelter animals, and then spread them on popular meme sites such as Giphy, Imgur, Meme Center and SGAG (a local version of 9GAG). The memes were also shared as listicle content on lifestyle sites including Bored Panda and Buzzfeed. The nature of these media meant that our budget spent on media was zero dollars.
The memes caught on quickly. And within 2 weeks, 50% of the featured animals have already found new homes. Phone call enquiries about adoption have also increased. Our memes got featured by CHEEZburger, the ultimate authority on memes. Thanks to the campaign, more people have changed their perception of shelter animals; they now know that shelter animals have lovable personalities too, just like those from pet shops. With $0 spent on media, this is SPCA's most cost-effective campaign to date.
The core idea of this campaign hinges on the strategic usage of media; we explored a new use of an existing media space.
Our strategy was simple: if you can't beat 'em, join 'em. We used one of our competition, GIF memes, as a media space. And we combined the key elements for shareability – quick entertainment, humour and popular culture. What we created was not an ad, but something that our target audience, adults young and old, would love to share. In doing so, they became the vehicles to help further spread our message to their peers.