Facebook Australia has partnered with not-for-profit Greyhound Rescue to spotlight “Adopt A Greyhound Month” this April, and today launches a paid advertising campaign across Instagram Stories.
Using the creative storytelling possible in Stories, this new campaign seeks to find new homes for dogs at a time when more Australians may be able to adopt or foster.
The six-part Stories campaign showcases greyhounds available for adoption, as they tackle video-conferencing and binge-watching with the tagline “There’s Never Been a Better Time To Adopt a Greyhound”.
The campaign will target the Sydney/IIlawarra communities which Greyhound Rescue currently services.
The campaign launches as Greyhound Rescue and other animal shelters report increased interest in recent weeks, likely due to new social distancing measures.
This new partnership is announced as part of Instagram’s ongoing marketing campaign Stories Can Do It, which demonstrates how Stories are at the forefront of a new era of creative in advertising.
Launched in Australia last month, Stories Can Do It highlights how the Stories format is having an impact on culture, business, commerce, and society. With over 1 million Stories created by Australians on Instagram everyday, it’s a platform where culture is created and a place for businesses to have meaningful conversations with their communities.
In an IPSOS survey, 62 per cent of people said they have become more interested in a brand or product after seeing it in Stories.
“With many of us stuck at home, now is the perfect time to introduce a four-legged friend into your life,” said Nat Panzarino, President of Greyhound Rescue.
“We are thrilled to bring Adopt A Greyhound Month to life in Instagram Stories, where we can create a unique and dynamic campaign to match the energy of our dogs. We’re looking forward to seeing the impact Stories can have in generating interest in the coming weeks.”
“At a time when we’re all craving companionship, I know firsthand there’s nothing like bringing a dog into your home,” said Naomi Shepherd, Group Industry Director at Facebook Australia.
“We knew Stories would be the perfect platform to bring the mission of Greyhound Rescue to more Australians with the format’s immediate reach and thumb-stopping creativity.
“Stories don’t just influence culture, they create it – over one million times every day in Australia.”
The campaign’s creative concept was developed by Facebook Creative Shop, with production by Grainger Films. Greyhound Rescue ethically rescues, lovingly rehabilitates, and safely rehomes greyhounds; giving them a voice through advocacy and education.