Dogs Victoria
Urgent Digital Campaign to Protect Purebred Dog Breeders: A Strategic Lobbying Success for Dogs Victoria
With legislation already in the lower house, Dogs Victoria faced immense time pressure to halt the proposed Pet Bill threatening purebred dog breeders. Dogs Victoria needed a rapid and strategic digital marketing campaign to mobilize members and raise awareness.
Dogs Victoria
Strategy
Ex Animo devised a strategy focused on:
- Building a strong petition base to present to the government
- Informing the public about the bill’s impact
- Raising brand awareness for DOGS Victoria
- Supporting DOGS Victoria’s 10,000 members
- Driving targeted traffic to the website to collect petition signatures
- Developing a targeted audience database
- Educating stakeholders on the legislation’s direction
Focus
Ex Animo took a customer-centric approach by creating a website to educate and support the DOGS Victoria community, featuring a voting area and CRM to manage petition signatures.
Solution
Ex Animo implemented a multi-channel marketing and digital strategy aligned with an above-the-line PR approach. This included social listening and consumer behavior monitoring to ensure responsiveness across platforms. The team crafted multiple campaign messages and creatives to drive traffic, leveraging metrics like brand mentions, social sharing, and click-through rates. This approach enabled continuous improvement, allowing DOGS Victoria to quickly adapt and optimize their campaign.
