Title | THE PERFECT VOICEOVERS |
Brand | CAUSES FOR ANIMALS SINGAPORE |
Product / Service | ANIMAL SHELTERS AND ADOPTION |
Category | C01. Use of Social / Digital Platforms |
Entrant | EDELMAN SINGAPORE, SINGAPORE |
Idea Creation | EDELMAN SINGAPORE, SINGAPORE |
Media Placement | EDELMAN SINGAPORE, SINGAPORE |
PR | EDELMAN SINGAPORE, SINGAPORE |
Production | THE FLOATING FOLKS Singapore, SINGAPORE |
Production 2 | 32BIT RECORDING STUDIO Singapore, SINGAPORE |
Post Production | EDELMAN SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Victor Ng | Edelman Singapore | Executive Creative Director |
Victor Ng | Edelman Singapore | Executive Creative Director |
Wern Kee Lim | Edelman Singapore | Senior Art Director |
Yi Rong | Edelman Singapore | Junior Art Director |
Wei Hao Lam | Edelman Singapore | Junior Creative |
Yi Rong | Edelman Singapore | Junior Art Director |
Al-Azmir Ibrahim | The Floating Folks | Director |
Ziyu Lim | The Floating Folks | Producer |
Ross Ahmad | 32Bit Recording Studio | Sound Engineer |
Malini Nathan | Edelman Singapore | Client Director |
Kulvin Kaur | Edelman Singapore | Client Executive |
Esther Ng | Edelman Singapore | Manager |
Cheryl Ng | Edelman Singapore | Client Executive |
Terri Teo | Edelman Singapore | Client Executive |
Joy Fong | Edelman Singapore | Manager |
Min Qi Lim | Edelman Singapore | Senior Client Executive |
Our insight: People who have been through adversity in life are not just accepted, they are celebrated. Why not shelter animals – many of which have been through similar adversities themselves? In short, if we don’t have to be perfect, why should they be? We enlisted people who have been previously profiled on media for overcoming a challenging past. Their task? To do a voice recording session in which they will narrate life stories of real shelter dogs. Stories they can relate to like none other. We produced a making-of video of the recording and 9 videos featuring real stories.
Over 1.5 million shelter animals are euthanized every year. This is because 3 in 4 households prefer to buy a pet instead of adopting one from a shelter. Our brief was to come up with an idea that would change the perception of shelter dogs being flawed. With this change in acceptance, the end objective was to multiply the adoption rates.
We partnered 5 animal shelters to highlight dogs ready for adoption. Our focus began with the ones most overlooked because of their pasts – cancer survivor, visually impaired, victim of domestic abuse and alike. These profiles were then matched to personalities covered by mainstream media for having overcame similar pasts – a cancer survivor who is a co-founder of a tech company with 15 million users, a wheelchair-bound Paralympic record setter, an interior designer who was victim of domestic abuse. We then arranged a voice recording session, with each personality reading a script of someone in need of help. Their experience lent authenticity, relating their own pasts mirrored to that of a shelter dog. These voiceover recordings were made into posts for social, with the key message being “If we don’t have to be perfect, why should they be? Adopt.” leading people to the shelters.
Our strategy revolved around leveraging personalities already of interest to mainstream media, amplified with social influencers and passionate animal advocacy groups. Natural spokespeople for our cause, our chosen volunteers drove the key message – even with pasts, they have led happy, productive lives and achieved much. Shelter dogs will make perfect and loving pets. Active groups of animal lovers and animal advocacy groups were made a key part of amplification among our core audience active on social media (in particular Instagram and Facebook). Paired with mainstream media outlets, this ensured a wide canvas driving the general public to the campaign’s social presence on YouTube. Campaign assets revolved around a main 4-minute film accompanied by content for social that delved deeper into each shelter dogs’ story. Every piece drove traffic to and ultimately to act on adopting with one of our partner shelters.
Implementation began with influencer outreach – with no paid engagements, we identified accounts with deep affinity for rescued pets (in particular adopted dogs) and secondarily animal lovers. Animal lovers groups were also made part of amplification on social media, widening the reach to first tier audience – animal lovers in the local market. The main piece of the campaign, a 4-minute film was seeded to these accounts. This was paired with plans placing campaign assets to mainstream media channels – the press, radio and TV channels which broadcast the campaign to the general public. The launch took place over a one-day period, with follow-up activities pulsed at 3-day intervals.
5.2 million impressions within the first 2 weeks. Positive coverage led to interviews conducted by the markets top-three most-listened-to radio station and press write-ups in the markets largest Chinese-language based newspaper – amplifying reach to 3.5 million people of the local population (representing a 60% market reach). Sharing on social led by influencers reached a further 658,889 people globally, with engagement rates averaging 54%. The campaign has also grown within the region with the participation of more than 10 shelters joining the campaign, and counting. $0 was spent on media, or influencer engagement. There was an increase in measurable traffic to the shelters online presence, with enquiries for adoption up 21%.