“Pup” Culture

Trendjacking, literally hijacking an existing social media trend or hashtag, can be a powerful way to spread your message. Dallas Pets Alive! (DPA) is experiencing tremendous success with their trendjacking campaign: “Muttbombing.”

By adding the image of an orphaned dog to (or “photobombing”) someone’s #selfie on Instagram, and then reposting it with an adoption message, DPA has realized some really great results, including a 55% increase in dog adoptions. In fact, the campaign spawned a Muttbombing app and continues to earn media coverage as other animal shelters outside of Dallas embrace the idea of muttbombing.

Luke RobertsSenior Strategic Planner


Get the full “‘Pup’ Culture” Provoke Weekly article here