Brisbane-based agency Liquid Interactive recently partnered with RSPCA Queensland to help the charity solve a costly and distressing issue: the excessive number of pets being surrendered by owners each year.
Liquid Interactive managing director Michael Burke said the charity was being inundated with surrendered animals, which was draining human and financial resources.
“The RSPCA was receiving nearly 5,000 surrendered pets each year, which was not only filling up its shelters, but draining its resources by more than $3.5 million,” he said.
“After interrogating the problem, we found many of the reasons for surrender were preventable – all we had to do was equip customers with the right information, at the right time, to successfully intervene.
“We know from experience that using a marketing campaign to change customer behaviour is hard, expensive and difficult to sustain, so we explored alternative options that would achieve the same result – and the concept for the Surrender Portal was born.”
The RSPCA Queensland Surrender Portal is a data-led digital solution that creates contextual answers relevant to each owner, their pet and the specific reason for surrender.
Pet owners are asked to select their animal and the issue they are experiencing – for example, a dog that won’t stop barking – and are then provided with helpful solutions and resources to address that specific issue and empower them to consider alternative options to surrender.
“Twelve months on, the portal has decreased surrender rates by 22 per cent, kept more than 1,000 pets with their owners and saved the charity more than $800,000 in animal care costs – all without a single dollar spent on advertising or capital infrastructure,” Burke said.
“The best part is that RSPCA Queensland only invested $60,000 in the project, which equates to a massive 1000 per cent ROI on marketing dollars, which is great for a charity that relies heavily on donor dollars.”
RSPCA Queensland CEO Mark Townend said people who donate to the charity can be assured that their dollar will go further.
“Charities need to ask themselves how they can take one donated dollar and get it to do $100 worth of work,” Townend said.
“The best part is that we’re now looking to sell the IP to other RSPCAs and animal shelters around the world, with a view to recouping every dollar invested.”
Liquid Interactive creative director Andrew Duval said this is a good example of using a service design, instead of a campaign, to influence an audience.
“If you look at this as a straight marketing problem, you come up with campaign ideas targeting attitudes towards pet surrenders, but you’d never be able to cover all the permutations,” he said.
“This is one of those situations where designing a genuine digital service solves the problem more effectively.
“Marketers are creative people. You can extend the skills and creativity learned in developing campaigns and apply them to developing products.”
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]