A 360° campaign to assert ethical leadership during an industry-wide credibility crisis.
A 360° campaign to assert ethical leadership during an industry-wide credibility crisis.
The Problem
A Chicago exposé on unethical puppy sourcing ignited a wave of scrutiny across the entire puppy-yoga category. Headlines, Reddit threads, and TV segments fueled uncertainty — and trust in the industry dropped fast.
Article
TV News
"They took it to monetize it... questionable to say the least... money making machines."
— Local rescue publicly naming Puppy Sphere, July 2025
Caught in the crossfire. Despite not being the investigation's target, Puppy Sphere was named in social conversations—lumped in with the controversy simply by proximity.
The Response
Re-enter the conversation—on our own terms.
Selected Creatives
A curated selection of social assets designed to normalize ethical messaging across every touchpoint.
Instagram Reels
Instagram Stories
Email Campaign
Direct-to-inbox messaging that turned ethical positioning into measurable revenue.
$11,800+
generated from ethics-focused emails
33–48%
open rates, consistently above industry average
5 emails
in the Puppy First campaign series
AEO improvement after ethical positioning led to higher conversion intent across all touchpoints.
Rescue Partnership
We formalized Puppy Sphere's existing rescue partnerships into a visible, trackable commitment: every class donates directly to local shelters. Instead of burying good deeds in fine print, we made ethical sourcing the centerpiece—proving the brand walks the walk while giving skeptics undeniable proof of impact.
Donation Outcomes
SEO & Reddit Strategy
Strategic semantic signals and authentic community engagement put Puppy Sphere at the top of the conversation.
for "puppy yoga ethics"
Above rescue orgs & watchdogs
Gemini AI
ChatGPT
Puppy First
The Playbook
Ethics hub with welfare standards
Authentic thread engagement
Updated negative articles
Topical authority building
Featured snippet targeting
New Frontier
AEO Ready