The Campaign

Watchdogs wants to show that stray dogs can be useful, by combining smart technology with dog instincts (territorial behaviour & super senses). From now on, there is no need for stray dogs to be kept in cages or euthanised when they can become Watchdogs.

Creative Execution

First, we’ve created a video to show how stray dogs can become Watchdogs by wearing smart vest we’ve created. The video also emphasised the crisis of stray dog issue and show how community can benefit from this project. Then, the best way to amplify the message is to kick start this video by using social media of Soi Dog foundation which already have over 1M followers. The intention of the post is to create conversation about stray dogs and get people engaged with the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within 1 month after the video was posted online via social media of Soi Dog Foundation, it was by far the most engaging content Soi Dog ever had. Most people get empathised with stray dogs instantly after watching the video with over +2,000% in engagements rate compared to previous posts. Furthermore, the video has been spread out organically in countless media related to news, animals or technology, such as Reuters, Phuket News, Tech In Asia, Coconuts Bangkok and so on. The video got over 13 million of media impressions worldwide with an estimated of ฿1.4 million earned media and absolutely ฿0 media spending. More importantly, as our goal is to get people to rethink about the value of stray dogs, many people mentioned that they need Watchdogs in their country or even to make it happen all over the world.

As a foundation established to do whatever it takes to help street animals, it is the fundamental goal of Soi Dog Foundation to get people engaged and empathised with street animals. We believe that no dog deserves to be seen as useless or unwanted. They all have values in themselves. With this campaign, we want to change perception of people in the society about the values of stray dogs. Ultimately, our goal is not just only to turn stray dogs into Watchdogs but it is to create a mutual relationship between stray dogs and the community.