The Campaign

By changing the perception, we can let people understand the difficulties that these stray animals face directly through their views in their daily lives.

Creative Execution

The campaign lasted for more than three and a half months. Users are directed to the event site through campaign trailers and are able to interact with the video and finish watching the whole story; therefore motivated to take action.

he campaign video created more than two million views and the website created more than 300,000 visits. The stories of the stray animals and charity activities created tens of thousands of discussions on the social media, resulting in a conversion rate as high as 26.56%. During the event, the cumulative results (including donations, volunteer recruitment and earned media) created almost 100 million in value. Most importantly, because of this wave of activities, the dogs in the shelters now have more advanced and cleaner water fountains.

After the plot attracts the audience to start watching the video, through the interaction with the video, users can feel that the power of one's own is capable of bringing other lives to different endings.

With video interactions, we let people make choices and see how they can change other lives with their own power, guiding users to make differences.