THE PROBLEM.

This no-kill animal services department needed an integrated social media marketing strategy to increase awareness of the shelter’s 30+ services, initiatives, events, and partnership campaigns while primarily promoting adoption and specific adoptable pets at the shelter.

THE SOLUTION.

Through in-depth research, Red Carrot generated strategically coordinated campaigns that aligned with the shelter’s initiatives and goals. Red Carrot created a monthly content calendar development process and themed weekly schedules that covered all the initiatives at the shelter. Campaigns were curated, scheduled, monitored, distributed, and measured across Twitter, Facebook, and Instagram.

Red Carrot created seasonally appropriate and campaign-specific graphic elements that could be customized and placed over photos of adoptable pets. As pets are constantly brought into and adopted out of the shelter, the client required a flexible design that could allow for images and information about a pet to be quickly and easily changed. To solve this, Red Carrot created format-ready frames, pre-sized and optimized for social media. The shelter could easily edit and update these frames in their internal design system. The digital assets created with these templates resulted in some of the shelter’s highest-performing posts. Red Carrot also introduced the use of Instagram reels, which dramatically increased the reach of content.