Alarming numbers of dogs are in need of adoption. Our brief was clear: reinvent how we find homes for man’s best friend.
Rename needy dogs after things already in the spotlight – the hottest trending Internet searches, e.g., “Kim K’s Butt.” An admittedly odd yet impossible-to-ignore name for a pup.
We redirected thousands of eyeballs from popular searches to our dogs. The results? Doubled the traffic to DPA.com and tripled the number of dog adoptions.