On Puppy Bowl Sunday, we created the biggest mess on the internet with eight rescue puppies and one pristine white room in a live two-hour streaming event. And we did it for a great cause: raising money and awareness for the BISSELL Pet Foundation and all they do for animals in need. In this socially driven campaign, every use of our hashtag triggered a donation and got us closer to unlocking another mess for the puppies to enjoy. Working with a veterinarian we created twelve delicious, puppy-safe messes included dozens of peanut butter-coated tennis balls, massive plates of spaghetti drenched in 30 gallons of sauce with softball-sized meatballs, a three-tiered cake frosted in mashed potatoes, and a champagne glass tower filled with gravy.
After the fun was finished, we cleaned it all up with BISSELL products – leaving the room just as pristine as we found it.
The effort paid off. The BISSELL Pet Foundation easily reached the $100,000 donation goal and we saw a 36% increase in usage of the #PetHappens hashtag. The campaign garnered over 185 million earned impressions – a 481% increase over the previous year’s effort. As a bonus, we also got to spend a lot of time playing with puppies.