The HALO brand is defined by a commitment to the idea that nutritious food can transform the lives and well being of animals. Which is why this purpose-driven brand donates a total of 1.5 million meals to shelters each year to help make animals more adoptable. Though their mission was resonating, their retail partners were large, and their followers were passionate—HALO was still largely unknown.
HALO’s fanatical customers liked to share the brand’s transformative nutrition message and giving story. They also loved sharing photos of their pets. This insight is what drove the success of this campaign as the social channels lit up with #HaloFeeditForward.
The campaign built on that channel behavior by donating a meal to a shelter animal every time someone shared a photo of their pet with the hashtag #HaloFeeditForward.
By purchasing Halo, you make your pet a hero, too: they are able to pass along their incredible good fortune to a shelter animal in need. To be a Halo customer is to Change a Life.
“Feed it Forward” was activated through Twitter, Facebook, Instagram, a website redesign—and, yes, the original ask of a (pro-bono) video spot than ran on national TV as well as online. The spot starred only shelter pets, with voiceover by company co-owner Ellen DeGeneres. The channels all featured the HALO purple bowl, which has since become an icon for the brand.
We were thrilled that nearly 10,000 #FeeditForward photos were shared on Instagram, Twitter and Facebook—garnering 133 million impressions overall, including posts from shelters, pet bloggers, journalists, Ellen DeGeneres and Trisha Yearwood.
But the most important outcome was for the pets: 1.5 million meals were donated in 2014 with the help of the #FeeditForward campaign, making shelter pets healthier, happier and more adoptable.
Commercial (Regional TV & Multi-Market Cable Fund Raising and Appeals) – Silver
Commercial (Regional TV & Multi-Market Cable Household Products/Packaged Goods) – Silver
Best Social Responsibility Campaign – shortlisted
Best Spot (30 Seconds or less) – Honorable Mention
Nonprofit / Corporate Partnership – Honorable Mention