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Campaign Overview

Sit Stay Social

Social Media Campaign Case Study


Campaign Overview

Sit Stay Social

Social Media Campaign Case Study


the Overview


Introducing Sit Stay Social - The first and only (Fake) pet store that exclusively sells dogs who are already famous on social media. Partnering with ALIVE Rescue Chicago, we created the April Fool's campaign to raise awareness on the important topic of animal rescue & adoption by capitalizing on the internet outrage machine. The objective was to stir the social media pot with a fake video to get people talking about animal adoption. The campaign goals:


- Raise awareness for pet adoption & rescue

- Boost web traffic to an adoption agency partner's website

- Maybe even Help to find some rescued pets a much deserved home


The Video



the Metrics

(Based off a 30sec & 60sec edit advertised & placed on Facebook/Instagram running between March 27 2017 - April 5 2017). Below are some of our key target metrics, as well as some additional insights.



Daily traffic increase: 64.2% increase (ALIVE's daily average 163.5 - our outbound daily average 105)

REACTIONS355 total - 243 Likes 23 Love 28 haha 16 wow 7 sad 38 anrgy

SHARES72 shares

VIDEO VIEWS15,708 Total

REACH78,243 people




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The Execution

The Execution


the Development


Legitimize & Get Social

In order to make it appear that Sit Stay Social was an actual company, we needed to start populating a Facebook page & Instagram account with content as to avoid drawing any suspicion. We asked people to use the hashtag #SitStaySocial on their dog pictures to be featured on our account. In the matter of weeks, we had over 100 followers & dog lovers using the #sitstaysocial hashtag, giving us just what we needed to appear legitimate. 


recruit Insiders & Find our Adoption Partner

To boost the organic reach, we recruited the help of "insiders" who were in on the joke to help start the conversation with negative comments on shares. It was then time to find a pet adoption partner to serve as the final payoff/destination for when joke was revealed. Our partner, ALIVE Recuse, has been a safe haven for pets in since 2008 & was a perfect fit to be the final piece of the Sit Stay Social puzzle. 


Web Design & Lights, Camera, Action

Our next step was to design & launch our company website, where we established the branding, mission statement & language that made even the most materialistic millennial roll their eyes. After the site was up, it was time to do what we do best - create the mission statement video that served as the focal point for the entire campaign. 


The Launch

We launched the targeted Facebook & Instagram advertisements on March 27th to start generating buzz & linking viewers to the site we created at We also scheduled shares from our network of insiders to kickoff the outrage. And rage they did. Over 100 comments on the video came in after 3 days & thankfully most of them were not in favor of the company values. 

On April 2nd, we made the switch to start forwarding any clicks to the custom adoption landing page we created with ALIVE HERE. It gave us an opportunity to let everyone in on the joke & showed them some real pets in the Chicago area who are looking for a home (Instagram accounts sold separately).

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The Behind The Scenes

The Behind The Scenes


The Behind the Scenes



The world of Instagram famous dogs is strangely bizarre, but at the same time totally amazing, & no one knows more about that world than our assistant editor Julie Schultz. In case you don't run with Julie's pack on Instagram, @tuckerleo_da_huskies have over 10K followers & play our supporting roles in the video. It's no doubt that they were the inspiration & reason behind the Sit Stay Social campaign.


Adoption Partner: ALIVE Rescue Chicago

Producer, Campaign Manager, Web Design: Mike Trivisonno

Director, Writer: Gregg Jaffe

Director of Photography: Gregg Jaffe, Mike Trivisonno

Editor, Animator: Mike Trivisonno

Strategy & PR Consultant: Leyla Arsan

Logo Animation: Jackie Avellar

Fake CEO & Founder: Julie Schultz

Dogs: Tucker, Leo, Winnie, Gordon, Frankie, Louis, Dr. Dennis, Theo, Loonie

Extras: Alva Egan, Alyson Ramsey

Assistant Editor: Alva Egan

Blooper Reel Editor: Alva Egan

Facebook Ad Strategy Consultant: Brett Mittal

Audio Mix: Bryan Ward

PA: Alva Egan




thank you to everyone who voiced their opinion and helped spread the important message of animal rescue.

and If you're in the market for that next social media superstar, alive rescue is just one of the amazing shelters located in the chicago area.