Basically, programmatic targeting is evil and people hate it, but what if we used that same data for a good cause? Digital Pawprint uses that information to connect rescue animals to their new ideal owner.
Basically, programmatic targeting is evil and people hate it. After all, why would you want people you don’t know to know everything about you? Well, what if we used that same data for a good cause?
Using data from digital advertising networks, we were able to identify our target audience based on their age, location, family size, and other interests. We then paired them with their perfect pet, currently up for adoption at the Amanda Foundation. We made a banner for every available animal in the shelter, and I got to spend a day shooting adorables.
The banners clicked through to a landing page for that specific pet with their full story and adoption information.
Agency: Saatchi & Saatchi LA
Chief Creative Officer: Jason Schragger
Creative Director: Chris Pieranttozzi
Senior Copywriter: Chris Mead
Art Director: Me
Art Director: Charlie Fingal
Copywriter: Jeff Pelton