“Good dog! That’s a good boy,” you shout as your dog has managed to successfully catch the bright red Frisbee in his mouth and bring it back to you in his daily ritual of fetch with not only his very favorite toy, but with his very favorite human. You tousle the fur on his head, you rub his belly, you love him and he knows it. As he looks up at you with those big round eyes, what is he thinking? What would he say to you if he could share his appreciation? We like to think that he might throw back a “good human. That’s a good human!”

The most successful social media campaigns focus on a greater cause and movement. They provide something bigger than a brand or a product. They pull you in and make you feel. The emotional impact of a successful social media campaign should leave you wanting to spread the word and come back for more. Once developing the Good Human campaign for VPI Pet Insurance, Trone was able to take the campaign components, which focus around commending owners nationwide for providing the best care for their pet, and turn it into a captivating social movement.

By visiting ThatsAGoodHuman.com, pet owners across America can make a vow to be a good human to their pets by scratching behind their ears or brushing their teeth more often. They can vow to trim their pet’s nails or find something new that they and their pet can do together. They can even personalize their vow like Eileen from Liberty, MO did when she vowed to “let Shepherd go outside whenever he sees a squirrel.” Once a vow has been made, pet owners are asked to upload a picture of their pet and vote for one of four charities before seeing their vow up on the wall of thousands of pet owners that share in the love and devotion to their pets.  Once each charity hits 5,000 votes, VPI will donate $1,000 to that charity and from that point on, every 5,000 votes a charity receives, VPI will continue to donate. So inevitably, not only are pet owners taking a vow for their pets, but they are contributing to a charity that helps thousands of pets across the country.