The hashtag #SayChis was used in all of our posts.
Each Chihuahua was photographed and featured on IndyHumane's social media accounts. To create campaign recognition and to remind followers of the call to action, the #SayChis campaign banner was attached to every dog's feature photo, which turned these images into easy to read (and easy to share) graphics. Graphics containing updates on progress and thanking donors were also shared regularly.
To incentivize donations, IndyHumane also sold t-shirts (or "CHI-shirts") featuring an original illustration by me.
This digital campaign was a tremendous success. In addition to meeting the $10k donation goal, many of the social media posts quickly gained traction with IndyHumane's followers, resulting in massive reach. One of the first posts, inspired by the then-trendy "doggo memes," reached over 33k people. This style of graphic, while not the most aesthetically pleasing, continued to be a crowdpleaser throughout the campaign.