This is a project that we focused on creating a story through a social media platform. I decided to do my story on Animal Friends that is a humane society located in the Pittsburgh area. I used instagram to create a campaign #adoptdontshop. The series of posts are created almost like dating profiles for each of the animals.
write up.
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Animal Friends is a local animal shelter that is located about 12 miles outside the city of Pittsburgh. Their vision statement is: To ensure the well-being of companion animals, while ending overpopulation, abuse and unwarranted euthanasia.
The goal of animal friends is to get as many animals off the street, and into caring homes as possible. They overall feel of the company is friendly and that they want to find the best possible families for the animals. In order to do this, they have to target the correct audience and use the correct platform. The platform that I decided to use was instagram because what better way to get peoples attention than pictures of cute animals. By using this platform, you can add hashtags like #adoptdontshop to attract people who support the business plan.
I used a couple of different formats for my posts. I had post of the different animal up for adoption to somewhat advocate why they should be adopted. I did this in a way that it seems like a dating profile. I wanted it to be simple and fun, because the joy of adopting is that you get a companion and relationship out of it. Creating a voice for each of the animal gives them a personality and makes it more attractive to the person looking to adopt. The goal is to highlight the best parts of the different animals. I really wanted to keep the pictures crisp and simple. High quality photographs of the animals allows them to seem appealing to the audience. The other posts that I added were ones for events, as well as different pets who have already been adopted.
In order to attract attention, I am hoping the pictures of cute animals and playful wording will make it easy to read and enjoy. With the short captions, people can understand what the business is trying to do just by reading a small blurb. They don’t have to worry about scrolling through the whole website to get the main point of the account. Having the opportunity to have the customers engage with likes and comments gives them the feeling that they have two way communication. It gives it a more personal one to one feeling. I also thought a cool idea would be to have the animal in the picture respond to the comments using their persona. At the end of each post, there is some sort of call to action. Whether it be navigating the viewer to the Animal Friends website, or offer them to come visit the shelter and interact with the different animals themselves. This is the most important part, cause without giving the audience direction, they are left just scrolling through the photos.