Case Study: RSPCA Queensland achieves a 44% increase in bull-type dog adoptions with Facebook

Adopting new ways of storytelling

RSPCA Queensland, the leading animal welfare charity in the state, was struggling with an overflow of bull-type dogs because damaging stereotypes made them hard to adopt. The organisation needed to change public perception and present these dogs as friendly, family‑suitable pets.

Over a two‑week Facebook campaign RSPCA Queensland and agency Liquid Interactive used short video ads and Canvas, plus Custom and Lookalike Audiences for targeted reach, to showcase the dogs’ lovable personalities. The effort reached 1.2 million people and drove a 44% rise in bull‑type adoptions during the campaign and a 24% uplift one month later.

RSPCA Queensland