Two Bostons is a well-established independent pet boutique and a beloved staple of the Naperville community. With six locations across the western suburbs and a loyal local following of 29,000 on Facebook and 6,856 on Instagram in 2022, the brand had built something rare, a retail presence rooted in community trust.
MUTT MADDNESS
Each spring, Two Bostons ran a March Madness-inspired social media campaign to shine a light on the dogs who often get overlooked, the long-timers sitting in local shelters waiting for their moment.
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 alongside their shelter's branding, turning the campaign into a platform for five local rescue organizations. To bring each story to life, 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 moved Facebook's 29,000 followers to Instagram to cast their votes, with weekly posts featuring each competing dog, clear voting instructions, and winner announcements to maintain momentum through all four rounds, 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 reinforced Two Bostons' reputation as a brand that puts its values into action.
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
