Michelson Found Animals • Case Studies • The Impetus Agency

Deliverables

  • Traditional public relations
Make sure I’m not lost

As a leader in animal welfare, Michelson Found Animals is the nation’s largest free microchip registry. Found Animals also operates store-front adoption and social enterprise retail locations in Southern California. Found Animals turned to us to help educate pet owners on the importance of microchipping, as well as keeping up-to-date information on registries and brand Found Animals as a leading authority on animal care.

The Catty Wagon

For this food truck of sorts- but with kittens 😻 that brings them to you — we orchestrated a multi-faceted media campaign to launch the Catty Wagon. We created a calendar of popular outdoor events and brought the wagon to those events to get these adorable, loving pets in front of potential adoptees. And, to amplify our reach, we leveraged the extremely fun and visual aspect of this kitten “food truck” to garner media coverage and shares on social. We even used it to deliver adoptable kittens to TV news stations and print and digital offices!

We also organized and promoted other buzz-worthy events featuring Found Animals’ adoptable animals including an ‘Ugly Sweater Kitten Contest’. We also hosted an Election Kitties Facebook Live Event where there was a room full of kittens with the 2016 presidential candidates in litter boxes and people could tune in to watch them while waiting for the final results...

We managed the marketing around the launch of a new and improved microchip registry. For this new feature we tied in Found Animal executives with relevant and impactful news stories involving pet safety. Through our media-friendly and timely pitches around holidays and topical information, we were able to garner significant coverage about Found Animals' free microchip registry.

The Results

Over a three-month period, Found Animals received major local and national media attention including live coverage on major LA cable TV networks, USA Today, Yahoo, PetMD, Care2, Chief Executive Magazine and others resulting in a reach of more than 90 million people with an earned publicity value of over $340,000.

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