We asked pet lovers armed with science (and love) to change a pet skeptic’s mind.
Tech & Entertainment
Campaigns
HABRI had the research to prove the human-animal bond boosts health and happiness, but white papers weren't exactly going viral, so at the pet industry's biggest trade show, the data needed a louder voice.
Overview
What if the best way to prove pets are good for you was to argue about it in public?
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Our approach
We invented "Bob," a stubborn, stone-faced pet skeptic, and dared Global Pet Expo attendees to win him over using nothing but HABRI's own science-backed cue cards, filming every pitch for social.
The results
More than 80 attendees (and 5 dogs) stepped up to the mic, @realreasonforpets grew 5.5% during the event without a dollar of paid media, and the campaign's own video director adopted a kitten before the shoot even wrapped.
5.5%Organic channel growth
1000+Booth visits
