At an awards luncheon on a sunny Autumn afternoon, CooperKatz received an ‘Honorable Mention’ in the PRNews Platinum PR Awards for ‘Help Petfinder Adopt the Internet Day’! As finalists in the Word of Mouth / Viral category, CooperKatz was noted for its 360-degree approach to PR and social media in the planning and execution of this campaign.
The campaign’s primary goal was to draw attention to the vast number of homeless pets in North America by encouraging as many websites and blogs as possible to post about pet adoption and adoptable pets for an entire day. The Internet was officially ‘adopted’ by Petfinder.com on March 15, with more than 350 placements secured across the Web – 186 of which were posted during that one-day span – generating nearly 190 million media impressions in total!
Several Web influencers did more than just write or post a photo of a Petfinder pet that day – Oprah.com and PEOPLEPets.com set up a special online gallery of Petfinder adoptable pets. Meanwhile, ICanHasCheezburger.com created a photo caption contest for Petfinder pets which generated 1,482 votes. In the social media space, more than 2,200 people took the pledge to tell at least one person about pet adoption on March 15. Page views per visitor on Petfinder.com increased by 9.9 percent, while Petfinder.com site visits via Twitter increased 20 percent and ‘likes’ on the Petfinder.com Facebook page increased by 300 percent.
It is always an honor to be recognized for an award in the PR industry. But there’s even more to savor when a job well-done also means helping to save the lives of so many adoptable pets.