Michelson Found Animals x Tinder
Michelson Found Animals wanted to engage Millennials and spread awareness about the need for shelter pets to find forever homes. We found that Millennials were spending a lot of time scrolling on dating apps, and that in particular on Tinder, 10% of all profiles had a dog in them. So, we teamed up with Tinder to celebrate #AdoptAShelterPetDay. We hooked up with 6 influencers (+ 2 pet influencers) to create shelter pet Tinder profiles and spread the word. During the days leading up to #AdoptAShelterPetDay, our pet profiles were featured in-app on Tinder -- those who "swiped right" on puppy love were served a CTA about how they can adopt. Users who were geo-targeted within the local areas of the two Michelson Found Animals Adopt & Shops in LA were given info on how they could come in and meet/adopt that specific pet!
The Results:
Over 12.5M in-app impressions
927,159 people "Swiped Right" & over 22K clicked through to the Michelson Found Animals website (2.39% click rate)
Influencer Posts over-delivered projected Reach/Engagement with 2.3M in Post Reach & 2.83% Engagement Rate (aka their followers were really diggin' their new furry friends!)
Earned Media in Time Out, College Candy & Latina
““This woman called us asking if Tank (our chunky monkey of a chihuahua) was still available because she saw him on Tinder. She came in later on in the day and met with him and decided to adopt him! They got him a bunch of awesome gear so he could be comfortable in his new home and they renamed him.......... TINDER! - because they matched!”
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