In inspired fashion, the folks at the American Pet Products Association (APPA) are taking full advantage of the popularity of cute animal memes to help promote pet ownership with a humorous slant. While the association's Pets Add Life (PAL) campaign, which was "designed to demonstrate the joys and benefits of pet ownership," has been around for a few years now—running targeted television ads and sponsoring programs such as a children's poetry contest—it really seems to be hitting its stride by using digital media to engage the public.
The association's use of talking pet videos on YouTube to promote the multiple pet ownership, in particular, seems to be striking a chord with web surfers. Combined, these videos have generated well over a million views. Just watch one and you'll see why—they're pretty addictive.
And, I'm not the only one impressed with the videos. PAL received the 2012 “Best Viral Video” Strategic Video Award for its “Pet Interviews: Guinea Pig” video earlier this year.
Now, will all of the efforts put forth through the PAL campaign ultimately drive increased pet ownership? We'll have to wait and see, but we're sure to have a few laughs while we're watching.