About This Project
Summary
Just in time for Valentine’s Day, PETA teamed up with breakout Love Island USA star Leah Kateb (8.3M+ social reach) and her adopted dog Blue for a sweet adoption campaign. With the theme “Couple Up with Adoption. Dump a Breeder,” it mixed eye-catching visuals, Leah’s star power, and authentic, heartfelt storytelling to drive major awareness for dog adoption across social media, press, and influencer channels.
Goals & Objectives
Drive awareness around dog adoption and how buying animals fuels the desperate animal overpopulation crisis. Leverage influencer marketing to spark cultural relevance, maximize reach among Gen Z and millennial audiences, and inspire direct engagement.
Results & Impact
With 8M+ views and huge engagement, the campaign dominated on social media. The Instagram collaboration post alone delivered 7.6M views and $1.87M in EMV. The campaign also received earned media in People, Yahoo, and StyleCaster, and attention from influencers with millions of followers.
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