Thanks to SpotyPlay, DPA adopted out 114 dogs, with a 69% increase in monthly pet adoptions, and zero returns!

In 2018, DPA and Dallas-based advertising & marketing firm Dieste created SpotyPlay: an adoption campaign to help adopters discover their perfect pet through music. A dog’s personality and attitude correlated to countless songs, genres and bands, so Dieste curated Spotify playlists for adoptable dogs based on each dog’s personality.

The campaign launched with a video featuring Jam, a “dog” with a cassette-recorder for a head, a boombox body, and headphone ears. He was made up of old-school music paraphernalia to emphasize that older dogs, just like older music, were cool.

Additionally, Dallas Pets Alive’s “SpotyPlay” received the 2019 D CEO Nonprofit and Corporate Citizenship Award for Most Successful Fundraising or Awareness Campaign. According to D Magazine, DPA “really stepped up its game with the Spotify Channel ‘SpotyPlay’ that featured individualized playlists showcasing each adoptable dog’s personality, allowing the organization to reach a national audience.”

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