The six-part Stories campaign was developed by Facebook Creative Shop and produced by Grainger Films.
Facebook Australia has partnered with the not-for-profit Greyhound Rescue to encourage people to adopt a greyhound.
The paid campaign coincides with Adopt a Greyhound Month and will run across Instagram Stories, showcasing greyhounds available for adoption at a time when more Australians may be able to adopt or foster as they are house-bound during the pandemic.
It features greyhounds tackling video-conferencing and binge-watching with the tagline “There’s Never Been a Better Time To Adopt a Greyhound”.
“We are thrilled to bring Adopt A Greyhound Month to life in Instagram Stories, where we can create a unique and dynamic campaign to match the energy of our dogs,” says Nat Panzarino, president of Greyhound Rescue.
“We’re looking forward to seeing the impact Stories can have in generating interest in the coming weeks.”
The campaign, which will target the Sydney/IIlawarra communities, comes as animal shelters report increased interest in recent weeks, likely due to new social distancing measures.
The partnership also forms part of Instagram’s ongoing marketing campaign Stories Can Do It, created to highlight the impact of advertising in Stories. According to an IPSOS survey, 62% of people said they have become more interested in a brand or product after seeing it in Stories, and Facebook says more than one million Stories are created by Australians on Instagram everyday.
“At a time when we’re all craving companionship, I know firsthand there’s nothing like bringing a dog into your home,” said Naomi Shepherd, group industry director at Facebook Australia.
“We knew Stories would be the perfect platform to bring the mission of Greyhound Rescue to more Australians with the format’s immediate reach and thumb-stopping creativity.
“Stories don’t just influence culture, they create it - over one million times every day in Australia.”