Everybody thinks their canine is particular, however some stand out a bit extra by way of their work with regulation enforcement, folks with disabilities or these needing some canine remedy, amongst different jobs. The Hero Canine Awards sought to search out the easiest of those animals and share their tales throughout the nation.
The marketing campaign started with a nomination interval, supported by Fb advertisements and press releases, which helped transfer 411 canines to the voting rounds. To unfold these pooch’s tales, American Humane took a nationwide strategy, enlisting celebrities equivalent to Vivica Fox, Carson Kressley, Lisa Loeb and others to make use of their social platforms to rally votes. Electronic mail, social media posts and blogs inspired voting and shared inspirational tales.
Native and regional media had been additionally essential to the success of the marketing campaign. Localized press releases had been despatched to the canines’ hometown media, leading to protection throughout the nation.
The marketing campaign resulted in additional votes and extra folks reached than ever earlier than. The marketing campaign obtained 2,119 complete media hits — 14% greater than in 2020, and with an advert worth equivalency of $27 million. Media placements included 182 broadcast clips and protection in The Washington Submit and Los Angeles Instances.
In all, 1.19 million folks solid their votes for heroic canines.
Congratulations to Laura Sheehan and Mark Stubis on their doggone good win.
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