As a Senior Content Coordinator, I helped support Zappos’ viral Pawlidayz campaign, a national cause-marketing initiative that combined influencer partnerships, employee advocacy, and emotional storytelling to drive more than 11,000 shelter pet adoptions and generate 218M+ social impressions.

Campaign Results

• 11,000+ shelter animals adopted nationwide

• 120+ participating shelters across the United States

• 218M+ social impressions generated

• 1,600+ employees activated as campaign advocates

• Multiple celebrity and influencer amplifications secured

• National campaign visibility achieved through organic social engagement

The campaign’s success was so significant that participating shelters featured in the promotion were fully cleared during the initiative, and the program continued for additional years following the original launch.

Top Employee Advocate

Recognized internally for leading high-performing celebrity engagement efforts during the 2015 Pawlidayz campaign.

Results Included:

• Celebrity repost amplification

• High-performing Twitter engagement

• First-place employee advocacy recognition

• $3K employee campaign award