Ragan Awards: American Humane honors the nation’s greatest canines, driving social media succes

A dog from American Humane's award-winning campaign

Everybody thinks their canine is particular, however some stand out a little bit extra via their work with legislation enforcement, individuals with disabilities or these needing some canine remedy, amongst different jobs. The Hero Canine Awards sought to search out the perfect of those animals and share their tales throughout the nation.

The marketing campaign started with a nomination interval, supported by Fb advertisements and press releases, which helped transfer 411 canines to the voting rounds. To unfold these pooch’s tales, American Humane took a nationwide strategy, enlisting celebrities corresponding to Vivica Fox, Carson Kressley, Lisa Loeb and others to make use of their social platforms to rally votes. Electronic mail, social media posts and blogs inspired voting and shared inspirational tales.




Native and regional media had been additionally vital to the success of the marketing campaign. Localized press releases had been despatched to the canines’ hometown media, leading to protection throughout the nation.

The marketing campaign resulted in additional votes and extra individuals reached than ever earlier than. The marketing campaign obtained 2,119 complete media hits — 14% greater than in 2020, and with an advert worth equivalency of $27 million. Media placements included 182 broadcast clips and protection in The Washington Publish and Los Angeles Instances.

In all, 1.19 million individuals solid their votes for heroic canines.

Congratulations to Laura Sheehan and Mark Stubis on their doggone good win.