Case Study: Hill's Pet Nutrition turns social engagement into shelter food donations with WeBetter

Hill's Pet Nutrition turns 24,248 interactions into shelter food with WeBetter

WeBetter partnered with Hill's Pet Nutrition to address the challenge of making corporate social responsibility (CSR) communication on social media more effective. The brand's goal was to move its audience beyond passive empathy for shelter animals and translate its long-term support into a campaign that would inspire genuine, tangible action from its social media followers.

The solution implemented by WeBetter was the "Friends Forever 2025" campaign, which turned standard social media engagement into direct aid. They created a simple mechanic where every like, comment, share, or save on a campaign post equated to one bowl of food donated to shelters. WeBetter supported this with authentic content production and strategic influencer partnerships. The campaign generated 24,248 interactions, directly resulting in that same number of bowls of food being donated, and achieved a 97% positive sentiment, demonstrating significant real-world impact.

Hill's Pet Nutrition