THE PERFECT VOICEOVERS

Short List
TitleTHE PERFECT VOICEOVERS
BrandCAUSES FOR ANIMALS SINGAPORE
Product / ServiceANIMAL SHELTERS AND ADOPTION
CategoryA07. Not-for-profit / Charity / Government
EntrantEDELMAN 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

Credits

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

Why is this work relevant for PR?

This campaign used the mainstream media's own spotlight coverage of personalities to bring attention to a subject totally shunned of coverage. Personalities given recognition and coverage by the market’s leading newspaper for overcoming adversities became spokespeople for shelter dogs facing adversities. Nine individuals from a National Paralympic athlete, co-founder of a tech company with 15 million users, published singer-songwriter and more lent their voices to speak up for shelter dogs with mirrored life experiences (wheelchair-bound, surviving cancer, victim of domestic abuse). Our spokespeople have led incredible lives, achieving much – so can shelter dogs.

Background

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.

Describe the creative idea (20% of vote)

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.

Describe the PR strategy (30% of vote)

Our PR 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.

Describe the PR execution (20% of vote)

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.

List the results (30% of vote)

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%.

Links
Social Media URL   |   Video URL