beth stewart creates
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PUPPY BOWL

Animal Planet’s counter programming to the Super Bowl has grown into a pop-culture phenomenon since its inception in 2005. Every year, we sniffed out new partners on new platforms to reach even more people with the goal of growing viewership and adopting out as many pups as possible. The most recent Puppy Bowl was the highest-rated ever with over 3 million viewers. But the biggest winners were the 96 puppies who found their forever homes.

Out of Home Teaser

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Key Art

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Partner Social Graphics 

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Animal Planet/Tinder/Pledgeling/ASPCA Partnership

To reach a younger demographic, we created a set of Tinder "puppy profiles" that users encountered natively in the app. They were prompted to swipe right, which delivered a text-to-donate message (via Pledgeling) to their inbox. At the same time, we pushed out a series of social posts with a similar message. The campaign generated 2.5 million swipes and nearly $10,000 in donations to ASPCA.  

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96 Pups in 10 Hours

What does it take to get the perfect shot? Lots of treats, squeaky toys and more hands than you can count.

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