(Pets) animals have historically been widely used in advertising and social media, creating an emotional connection with consumers, encouraging them to interact with a brand and perceive it as more approachable.

From the Greek market to the biggest global campaigns, animals win the hearts of the audience, increasing brand awareness and engagement. Animals naturally attract attention, forging emotional connections. In advertising, dogs, cats, and even more unusual animals like parrots or hamsters are used to convey messages of joy, loyalty, and familial warmth.

There are countless examples of global campaigns, some more successful than others.

  • The recent Tullamore Dew advertising campaign featured a pure white dog, Isobel, who goes missing, prompting the entire Tullamore community to search for her, symbolizing how the community supports each other in tough times.
  • The older IKEA campaign in the UK, featuring cats in the “Happy Inside” advertisement, connected IKEA products with comfort and coziness.
  • Frequent GoPro advertisements showcasing dogs highlight the adventurous spirit of their products, leveraging pets to enhance their appeal.
  • Advertisements for laundry detergents often feature pets as protagonists, emphasizing softness and comfort, a theme previously portrayed more commonly by humans.

Maddox (2021) described the phenomenon of the “economy of cuteness” to emphasize the aesthetic appeal often observed in visuals. Additionally, when an Instagram post is narrated from the perspective of a pet, as if the pet is telling its own story, the narrative can draw the audience’s attention to the content (Westin, 2005).

Influencer Paws
Social media platforms have evolved into spaces where pets are not just part of the narrative but are often influencers themselves. Cats like Grumpy Cat or dogs like Doug the Pug, boasting millions of followers, promote products with leading roles in campaigns.

Why Are Animals So Powerful in Marketing?

  • Emotional Connection: Pets often evoke emotional or aesthetic responses, such as cuteness (Harper, 2016).
  • Authenticity: The presence of animals in advertisements and posts lends a sense of immediacy and genuineness to the brand.
  • Increased Engagement: Photos and videos featuring animals are more “shareable,” providing companies with greater visibility.

Using pets in advertising, social media, and websites is a strategic and effective technique that leverages the power of emotional connection to build trust and loyalty toward a brand. Even mundane products or services benefit from adding a kitten or a fluffy dog to their UI or content, dramatically increasing clicks. Whether it’s a viral global video or a local campaign in Greece, animals continue to captivate audiences and grab attention — and why not, as long as the boundaries are respected and our beloved pets are not exploited.

*In our main visual, Balek, Nontas, Liam, Eva and Matilda are shown from left to right, all beloved pets of the astralón team.

astralon-icon-logo