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SUB CATEGORY :
CORPORATE SOCIAL RESPONSIBILITY
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COMPANY ENTERING :
ADK TAIWAN, TAIPEI
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TITLE :
LOVE AT FIRST STRAY
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BRAND :
PCHOME 24H SHOPPING
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ADVERTISER :
PCHOME 24H SHOPPING
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AGENCY :
ADK TAIWAN, TAIPEI
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CHIEF CREATIVE OFFICER :
RICHARD YU
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CREATIVE DIRECTOR :
SZHUI LIU
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ART DIRECTOR :
RICHARD YU/SZHUI LIU/JULIAN CHANG
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COPYWRITER :
SZHUI LIU/EVA WU
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ACCOUNT DIRECTOR :
JEAN CHOU
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ACCOUNT EXECUTIVE :
BONNIE KUO
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CAMPAIGN SUMMARY :
In 2021, the frequency to animal shelter’s stray adoptions has greatly reduced due to the COVID outbreak in Taiwan. But on the contrary, the more severe the epidemic, the higher the demand for online shopping.
PChome24h, the largest e-commerce platform in Taiwan, takes advantage of the high demand of online shopping to launch "Love at First Stray" campaign on International Homeless Animals Day - a small change in its own shipping box, to deliver virtual stray animals to homes along with people's online shopping merchandise.
We made stray animals of various sizes into 1:1 scaled stickers, which were pasted in three common sizes of shipping box. When people unboxed their goods, stray animal adoption information will appear. The more people buy, the more chances for stray animals being seen.
Then we seamlessly released Instagram filters, allowing people to unbox more stray animals online, free to move and zoom, take photos with stray animals right by side as a preview experience with a pet during the epidemic, this successfully attracted a large number engagement. In addition, we designed basic adoption information such as age, gender, and personality of stray in the filters, allowing users to easily share with one click, to increase the chance of animal adoption.
In order to avoid impulsive adoption, we promote the correct concept of NO pet abandonment in shipping box, filters and social posts.
In just a few days, with 0 media budget, the posts and filters got over thousands of shares, created nearly 4,000 interactions, and the rate of adoption inquiries from shelters increased significantly, reaching more than 100,000 people. The promotion performance exceeded expectations by 500%.
What's more, PChome24h successfully shown people that during this COVID era where face-to-face became so difficult, we can still create a chance for Love to meet.
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THE BRIEF :
In Taiwan, 70% of the total adoption for the strays were accounted through animal shelters.
In 2021, the epidemic broke out in Taiwan, public institutions were not open to the public unless necessary, and various activities were cancelled or postponed. Likewise, stray animal shelters were closed and adoption activities could not be held as usual, which greatly affected adoption rate.
On the other hand, people are asked to go out less. People began to stock daily necessities by online shopping. Apparently "online activity" becomes the best outlet for spending time.
PChome24h shopping has been concerning about the stray animals for years. They want to initiate a campaign in response to the epidemic. Utilizing the insights of the high online shopping frequency during the epidemic, and expected to amplify the discussion of "stray animal adoption" among Taiwanese people during the epidemic through its own brand power.
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THE STRATEGY :
We aimed at three insights to plan an integrated implementation.
Offline - existing media utilization to expand exposure
We found the more severe the epidemic, the higher people's online shopping needs. Apparently, "shipping box" became the most obvious media during the epidemic. Not only that, stray animals are often discarded in roadside cartons, waiting to be discovered and rescued, so we decided to utilize our shipping box as the main media channel and associate with the consumer.
Instagram Filters - friendly design to make adoption Information easy to read and share
Capture interesting poses and bring adoption information directly into the filter, allowing people to easily create lovely sharing images with basic adoption information.
Social Posts - NO pet abandonment education
In many countries where the epidemic broke out earlier than Taiwan, there was a wave of animal abandonment. In order to avoid such a situation, we emphasized the NO pet abandonment concept in the social community, so that people who pay attention to the topic resonate more and being willing to actively share.
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THE EXECUTION :
Shipping Box:
In order to mix the concept of "shipping box" and "deliver stray animals to home", we made 1:1 scaled stray animal stickers of various sizes, stuck in three common size shipping boxes, and sent them along with the ordered product to shoppers' home.
The stickers are made of kraft paper with a similar color to the box, so that the stray animals can be perfectly integrated with the carton, presenting the visual effect of real stray animals sitting in the carton.
There's a QRcode with every sticker, allowing shoppers to instantly get the adoption information while opening the box.
Instagram Filters:
We turned every stray animal into an Instagram filter.
Consumers could free to move and zoom according to the environment, experienced the realism of pet staying by side. And even interact with them to create UGC.
In addition, we cleverly used the filter toggles function to create friendly interface for use, showing concise information and right notion of adoption in the filter. Consumers can simply share to social media by one-click.
Social Posts:
In order to avoid impulsive adoption, we promote the correct concept of NO pet abandonment in our Facebook/Instagram posts in detail.
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THE RESULT :
With 0 media budget, the campaign achieved a sensation on social media.
- Related posts and event filter got over thousand shared
- Creating nearly 4000 interactions
- Adoption inquiry rate for animal shelters increased drastically
- Reached more than 100,000 people
- Promotion performance exceeded expectations by 500%
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