Animal Welfare League NSW has launched a TikTok-first campaign designed to convert Australia’s #PetTok viewing habit into pet adoption enquiries.
Called Fur You Feed, the work was developed with Saatchi & Saatchi Australia, with PR and creator activity led by HERD MSL and media handled by Spark Foundry Australia.
What is Fur You Feed and how does it work?
Rather than running traditional ads, the campaign places adoption prompts inside popular pet TikTok content, aiming to appear deep in a user’s #PetTok feed when they are already engaged with animal videos.
An example of the ‘Fur You Feed’ popup. Image: TikTok
Each prompt links to real animals currently available for adoption through Animal Welfare League NSW, with a direct call to action to take the next step.
- Platform: TikTok
- Rollout: Nationwide
- Timing: Launching in March during National Pet Adoption Month
- Call to action: Adopt, or donate to support shelter capacity
Why AWL NSW is backing the approach
Stephen Albin, CEO at Animal Welfare League NSW, said the campaign is designed to turn on-screen affection into real-world outcomes.
“Every day, people fall in love with animals through their screens. This campaign helps turn that feeling into realworld action by connecting animal lovers with pets who are ready for a home,” Albin said.
Saatchi’s creative strategy: don’t interrupt the feed
Avish Gordhan, chief creative officer at Saatchi & Saatchi Australia, said the creative idea avoided guilt-based messaging in favour of the joy that already drives pet content sharing.
“We didn’t want to guilt people into pet adoption with some sad, downtrodden animal story. Guilt gets skipped. Joy gets shared,” Gordhan said.
An example of the ‘Fur You Feed’ popup. Image: TikTok
TikTok’s role in the partnership
Amy Bradshaw, general manager for Global Business Solutions at TikTok Australia and New Zealand, said the platform’s pet community made it a natural fit for an adoption-led campaign.
“With tens of millions of posts globally celebrating the cats and dogs of TikTok, our community has shown how deeply people connect through storytelling, shared interests, and of course their furry family members,” Bradshaw said.
Where to find adoptable pets and support AWL NSW
Credits
Creative Agency – Saatchi & Saatchi Australia
Chief Creative Officer: Mandie van der Merwe & Avish Gordhan
Creative team: Jackson Elliott and Will Campion
Account Director: Isabel Corlett
Head of Strategy: Tim Mottau
PR Agency – Herd
Matt Ogilvie – Executive Director
Zabrina Ablitt – Influencer Specialist
Media Agency – Spark
Francois Vieu – Digital Director
Edwina Pardede – Client Partner
Annin Decker – Senior Digital Activation Executive
Megan Field – Digital Activations Manager
Client – AWL NSW
Mark Seymour – Head of Marketing and Fundraising
Stephen Albin – CEO Animal Welfare Leage
Danielle Johnson – Marketing and Fundraising Manager
Platform Partner – TikTok
Smaran Jworchan – Creative Agency Partner
Kelly Stevens – Director Communications, TikTok AUNZ
Nikki Harris – Senior Communications Manager, TikTok AUNZ