Desert Tortoise Adoption
Overview
Objective 1
Single sentence description
Objective 2
Single sentence description
Objective 4
Single sentence description
Engagement
Smart and steady wins the race.
Each year, the Arizona Game & Fish Department (AZGFD) rescues hundreds of captive desert tortoises that have been turned into the state or abandoned because of illegal breeding. It is not safe for these tortoises to be released back into the wild, due to the risk of transmitting diseases. With a record-setting number of these creatures needing homes—nearly 400 in 2023 alone—AZGFD faced a significant challeng and turned to Off Madison Ave for help.
The Strategy: Help protect Arizona’s desert wildlife by encouraging locals to add a desert tortoise to their family.
To increase awareness and encourage the adoption of desert tortoises throughout Arizona, Off Madison Ave created a multi-layered campaign that included strategically timed marketing bursts with high-impact, urgency-creating tactics.
The Results
The marketing campaign created both widespread awareness and conversion:
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More than 734.5 million impressions
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CTRs of 24% on Google and 10% on Facebook, far surpassing industry benchmarks
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356 news segments and articles, a 133% increase in coverage YOY
Marketing metrics don’t matter if they don’t influence the end goal. And this campaign delivered with more than 334 adoption applications and 183 desert tortoises finding new homes. It’s testament to the campaign’s success and the community’s willingness to stick their neck out and adopt an unusual pet.
Results
734.5+MM
Impressions
133%
Increase in coverage YoY
365
News segments & articles
24%
CTR on Google
10%
CTR on Facebook
334
Adoption applications
183
Re-homed desert tortoises