BRIEF
Get people to choose Petfinder when getting a pet
About Petfinder
Petfinder is the largest pet adoption site in North America. They’ve made finding the exact pet you want feel simple, intuitive, and actually possible.
​
But their impact goes way beyond convenience.
Over 50% of shelter adoptions are attributed to Petfinder.
More than 25 million people have adopted through the platform.
And they’ve helped raise over $10 million in donations.
[ The Ask ]
Get new people to adopt using Petfinder.
[ My Challenge ]
I was excited to work on this brand, but also unsure. For a pet company, isn’t every campaign just cute animals and sad music?
So I tried to look at it differently. I let go of what I thought I knew and started from scratch.
Our Target
Most people who adopt are already all in.
They’re passionate about rescuing animals and see adoption as a meaningful, feel good act.
They don’t need convincing.
We needed to reach the people who are curious, but not quite ready. The ones hovering in the middle.
The Problem
[ The Problem ]
Petfinder struggles to connect with potential pet owners because its messaging leans too heavily on rescue and not enough on what people actually want: the joy of having a pet.
It doesn’t pull people in. It pushes them away.
To be honest, being in the arms of an angel is making people (and me) uncomfortable.
[ Editor's note ]
SNL has been spoofing Sarah
McLachlan for DECADES
These ads are not just turning us away but they deepen misconceptions about adoption.
It makes people think adopted pets come with problems.
That they won’t bond.
That you have to settle for whatever is left.
But that’s not reality.
​
Most adoptable pets don’t come with issues. They just need a home.
The gift of choice
Now that I figured out the problem, I still needed a way to make adoption feel exciting.
So I asked people I knew why they chose their pets without telling them why I was asking.
Not one person mentioned rescue.
Their answers were specific, random, even a little ridiculous.
It wasn’t about doing the right thing or what the animal had been through. It was about wanting what they wanted.
​
And when people have a choice, they follow that instinct every time.
[ The Insight ]
The truth is, people would rather be a little selfish than be a hero.
So give yourself the gift of getting exactly what you want.
Rescue Selfishly.
What I'm taking with me
True curiosity will help you overcome your fears and create something fresh that resonates.