Two Bostons is a well-established independent pet boutique and a beloved staple of the Naperville community. Founded in 2005, the brand has grown to six locations across the western suburbs and built something rare: a retail presence rooted in genuine community trust and a reputation that kept customers coming back.
MUTT MADDNESS
Each spring, Two Bostons ran a March Madness-inspired social media campaign to champion the dogs who often get overlooked, the long-timers in shelters waiting for a home.
Over four weeks, five shelters each nominated their longest-resident dog, followers voted weekly to determine who advanced, and the winning shelter received a $500 prize.
AREAS OF FOCUS
SOCIAL STRATEGY
COPYWRITING
GRAPHIC DESIGN
PARTNERSHIP COORDINATION
SOCIAL MEDIA
Each round, content was refreshed to tell each dog's story, turning the campaign into a platform for five local rescue organizations. Photos and stories were gathered directly from each partner, with cross-posting coordinated to extend reach beyond Two Bostons' own following.
A cross-platform voting strategy united Facebook's 29,000 followers and Instagram's 6,856 to cast their votes, with weekly posts featuring each competing dog, clear voting instructions, and winner announcements maintaining momentum through all four rounds and driving 1,111 votes across the campaign.
Mutt Madness drove consistent participation across all four weeks, with followers returning weekly to vote and share. Five local rescue organizations gained visibility for their longest-resident dogs, creating emotional connections with an audience that extended well beyond Two Bostons' own community.
The campaign proved that social media could do more than drive engagement: it gave five rescue organizations a spotlight and reminded a community why shopping local matters.
Beyond campaign work, ongoing content included blog posts aimed at educating and engaging Two Bostons' community of pet owners with practical advice and product recommendations.
BLOGS
HOW TO TRAVEL WITH PETS
5 BENEFITS TO FREEZE-DRIED PRODUCTS FOR DOGS
A selection of posts showcasing brand voice and copywriting across Two Bostons' social channels.
SOCIAL COPY
