06 August 2013

Pets Add Life campaign wins 2013 PR Daily Award

American Pet Products Association's Pets Add Life campaign received top recognition for its strategic communications and encouragement of multiple pet ownership when it was awarded the 2013 PR Daily Award for "Best Viral or Word of Mouth Campaign."

Bob Vetere, APPA president and CEO, said the ultimate goal of the PAL campaign is to spread awareness of the joys and benefits of owning pets of all types and to get more deserving pets into homes. "We are honoured to see our efforts and dedication recognized," he said. "The PAL campaign has really taken off and only continues to grow."

Pets Add Life was recognized for its strategic communications and use of multiple social media platforms including YouTube and Facebook to promote the joys and benefits of owning pets. One element of the PAL campaign was a series of viral videos on YouTube. The most recent video "Dog Wants a Kitty" instantly hit millions of views upon its debut and was featured on top online outlets including Huffington Post, Yahoo, MSN and Chicago Tribune.

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