Carmichael Lynch and Subaru won four OMMA awards for its National #MakeADogsDay campaign.The OMMA Awards (Online Marketing Media and Advertising) honor agencies and advertisers that push the potential of digital advertising. The entries are judged by a panel of top communication professionals and MediaPost’s editorial team.
The agency’s National #MakeADogsDay campaign for Subaru won in the following categories:
Subaru and Carmichael Lynch established Oct. 22 as National #MakeADogsDay to focus on the ultimate way to make a shelter dog’s day – finding them a forever home. Carmichael Lynch negotiated early live news activations with the “Today” show and “Good Morning America” to highlight the importance of adoptions. The effort included a partnership with National Geographic, taking over its feed for 24 hours to celebrate and showcase the “Underdogs” featured in the advertising, seven dogs least likely to be adopted due to age, appearance or disability. The result was more than $164,000 in donations for the ASPCA. Shelters, celebrities and animal lovers celebrated dogs on the day, with over 76,000 mentions of the hashtag and a 98% positive sentiment. Half also mentioned Subaru. But best of all, thousands of previously unwanted shelter dogs found new forever homes.
See the full list of winners at MediaPost.
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