Dogs Trust Happy Place

At Christmas and the immediate months that follow, the number of dogs being abandoned and relinquished is higher than at any other time of the year. Dogs Trust is on a mission to connect to a wider audience of dog owners and lovers and make the charity relevant at Christmas, channelling people’s love of dogs into engagement and support for the charity. Against the backdrop of a tough economic climate, the charity wanted to leverage the Christmas period to drive donations, increase ROI and engage supporters.

Working with a data partner, the team launched Happy Place, a warm, emotionally resonant direct mail appeal. Using the powerful insight that every dog deserves their own happy place at Christmas, the campaign featured emotive storytelling and engaging assets, including a playful “pull the toy” lift piece and strong photography of Otis and Hercules, Dogs Trust dogs.

The results exceeded all expectations, smashing the gross income target by 250%. The main pack achieved an ROI of 4.66 and, most importantly, ensures many more dogs have a happy place at Christmas and beyond. In a challenging financial climate, Dogs Trust have bucked sector trends and redefined what a successful Christmas appeal could look like.