They have been able to shoot the price of rentals in Lisbon or increase the GDP of a country like Singapore. Why not use the “swiftie” phenomenon to boost the adoptions of the most forgotten dogs? This is the idea on which it is based Betc Paris’s new campaign for Second Chance.
Black dogs have a lower adoption index due to the color of their fur
The goal is to focus on black dogs, animals that, as explained by Florence Lepage, founder of the French organization, in the video of the campaign, “They receive ten times less traffic to their chips on the web, and have four times less possibilities of finding a home, just for their color”
Second Chance, who had already launched an initiative in October 2024 for this reason, decided then that he had to go one step further. And so “The Black Dog (s)” is born, a campaign designed by the Betc Paris agency that takes as a reference the same name of the Taylor Swift song, “The Black Dog”, included in its album The tortured poet department, and has promoted a Traffic transfer that generates the theme towards the web of the organization.
As part of the strategy, all the names of black dogs were changed By Taylor Swift’s in adoption sheets of Second Chance. “Kiki”, “Bonzaï”, “Chipie” or “Zeus” are now associated with the artist herself. In total, 853 dogs were renamed following this SEO strategy that sought viralization among the members of the “swiftie” community.
The campaign has managed to position many of these black dogs in Google images for the search term of the song, also allowing a large number of Taylor Swift fans viralize action in their own social networks. “In a few hours the visits to the profiles of our black dogs, which are usually the least visited, had shot“Lepage adds in a press release.”We are eternally grateful to swifties for their great support”
As the organization points out in the video, the campaign has multiplied X11 the visits to the profiles of the dogs and, most importantly, it has achieved Increase their adoptions by 27% from the web. This is the return of an action that has supported the cultural movement that surrounds Taylor Swift to prevent many animals from ending up in shelters for the simple color of their hair.
Communicate to save friends
This is not the first time that a company decides to rely on communication to stop the problem of animal abandonment. Last January, playful promoted a campaign that sought to raise awareness about the implications of Give pets at Christmas and other similar dates.
To do this, he included in his catalog of images dogs identified by his name and detailed with the story that has led them to end in that situation. “If you don’t have batteries, it’s not a toy”or “If you throw it and go behind, it is not a toy”, were some of the messages issued by the campaign on social networks and the Internet.
