The Campaign

Wall for One: where you can lend your Facebook wall to help shelter animals. We developed a very simple way for people to volunteer and help animals. The campaign simply asks people to choose a dog or cat they like and then allow for posts to their timeline. That’s it. Each animal updates status many times a week using all the allowable timelines to promote their charms.

The Brief

Overall budget: 18MM JPY Breakdown of costs: Contents production 8MM WEB production & operation 7MM PR activities 3MM

Creative Execution

An algorithm was developed where once the participant selects the shelter dogs and cats of their choice via the campaign page, their Facebook wall can then be lent to them (the animal) for one week. Without the participant having to do anything, photos and posts appealing the animals’ attractive points are automatically posted, and shown on the News Feed of those connected to the participant. As those who saw the posts also participated in the campaign and the process repeated itself, more and more posts conveying the charm of these shelter dogs and cats spread throughout Facebook in Japan.

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

In the first week alone, over half of the dogs and cats displayed in this campaign found a new family. 136,510 posts of shelter dogs and cats. 203,395 people visited our campaign page. +3,000,000 social impressions were generated. Inquiries to animal shelters increased 10 times than ever recorded.

Explain why the method of promotion was most relevant to the product or service

It is one of reasons why Merial, an animal healthcare company, exists to realize coexistence of people and companion animals and bring them happy life together. Helping adoption of shelter dogs and cats aiming to save their life is aligned with this purpose and could show the company attitude.

Our aim is to convey that shelter animals are just as attractive and talented as those sold in stores. We focused on the people who are looking for an opportunity to connect with society via Facebook. In order to heighten their motivation for participation, we proposed an easy yet novel method for social contribution where they can participate by simply volunteering their own Facebook walls (timelines). We were able to utilize this highly credible network of human connections to strongly convey to more people the benefits of adopting shelter dogs and cats.