PIN ADOPT
Nestlé
Creative Director @ Ogilvy — 2023
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Friskies innovates in media with Instagram's pinned post tool, a first for advertising. Collaborating with influencers, we promote cat adoption through donated pinned posts, supporting a noble cause.
We created a new media format: Friskies is the first brand to use Instagram's pinned post tool as a media for advertising.
We also did it for a good cause: cat adoption. Digital influencers donated a pinned post until the cat in it was adopted.
How?
First, we created short videos showcasing the cats available for adoption.
Influencers and brand pages pinned the videos, which stayed up until the cat in each one was adopted.
The results?
It was better than just numbers: all the cats found their forever homes!