Rescue dog shelters in the US are seeing rising intake rates again. To increase adoption, we needed to connect with more people who could potentially be interested in a rescue dog.

Adopting a dog is scientifically proven to increase happiness, so to find potential adopters, we targeted people seeking some good vibes in their lives. We discovered that there’s millionsof people listening to ‘Feel Good’ music playlists on Spotify, when they could be getting that happiness from a rescue dog.

We partnered with owners of popular ‘Feel Good’ playlists to swap out the normal playlist art with album covers featuring adorable adoptable dogs and a message to adopt. Listeners were linked to Adoptapet.com to adopt the featured dog or find a rescue dog near them.