WE SAID, "EVERYBODY DESERVES A LOVING HOME."
20,000 DOGS AGREED.
In 2015, we turned attention to the extraordinary place that dogs hold in our hearts and homes. Our “Homes for Dogs Project" paired Coldwell Banker with Adopt-A-Pet.com, setting a campaign goal of 20,000 adoptions. In this effort, we developed a marquee broadcast execution to air during the Oscars, titled "Home's Best Friend." In the short week prior to its official premiere, our extensive PR and teaser efforts garnered 3 million views for the spot across YouTube and Facebook.
Content created for the Homes for Dogs Project would not only go on to rank as the real estate industry's most effective communication of the year, but also served to galvanize the Coldwell Banker network to an unprecedented extent. Agents across the country leveraged their social media accounts to find homes for 20,000 dogs months ahead of the year-long target, creating valuable, authentic connections to their local communities in the process.