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Hill’s Pet Nutrition
Clear The Shelters
A Pet Food with Purpose
Hill’s Pet Nutrition partnered with NBC/Telemundo to sponsor the largest pet adoption event in the country: Clear The Shelters. Scott and his teams were tasked with elevating the event across social media and the Hill’s website by creating meaningful, exciting, and interactive assets.
Scott led his teams in crafting organic and paid social content for Meta, Snapchat, and TikTok, as well as the main Hill’s CTS landing page, which featured a variety of tools and assets for users to engage with.
Building Adoption Anticipation
To get people excited about Clear The Shelters, Scott created announcement videos to celebrate past successes and issue a challenge to make the upcoming event bigger than ever.
Scott utilized footage captured at previous years’ events, mixed with motion graphics and dynamic typography, to tell this story and build excitement among organic and paid audiences on Meta, Snapchat, and TikTok.
Social-First Assets
Scott and his team created a wide range of social assets to support the month-long adoption campaign. Each asset strategically laddered up to specific campaign goals and leaned into known social media trends and user behaviors.
Clear The Shelters Landing Page
In addition to the social work, Scott led the design and creation of the Clear The Shelters landing page, which took on a dual purpose as the Pet Adoption Resources page the rest of the year.
This page became a hub for new pet parents as well as those looking to donate or volunteer during the event.
Scott and his team designed numerous tools to help different audiences make informed adoption choices, support new pet parents as they transitioned to life with a pet, and celebrate “gotcha days” for newly formed families.
Celebrating the Wins
Scott and his team attended Clear The Shelters events at adoption facilities across the country each year, capturing footage for a wrap-up video that celebrated newly adopted pets, their families, and the dedication of shelter workers and volunteers throughout the campaign.
Over One Million Pets Adopted
Throughout the life of the Clear The Shelters program, over one million pets have been adopted. Scott is incredibly proud to have helped bring joy to the lives of so many dogs, cats, and their new families.
In 2024 alone, Hill’s CTS paid social efforts generated over 85 million impressions and more than 345,000 link clicks. Additionally, 19 Hill’s CTS organic social posts on Meta earned over 80,000 impressions, reinforcing the effectiveness of Scott’s creative strategy.
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