National Peanut Board wants to support peanut butter’s biggest fan.

By that, I mean mean fido! The National Peanut Board’s Spreading Good campaign focuses on purpose driven work using peanuts. As a dog-lover and gamer, I wanted to use my areas of expertise to help the National Peanut Board make a difference.

Paw for PB

That’s why we created Paw for PB, an Instagram AR game that raises money for animal shelters. Every play becomes a donation to the Best Friends Animal Society. Play the game yourself by tapping here on a mobile device, or just watch me play the demo below.

Instagram Carousel Ads

I used Adobe After Effects and Premiere to create paid and organic posts to showcase the game. Before you ask: yes that is my dog and her name is Foxie.

Instagram Story Ads

We partnered with influencers to create Instagram Stories to highlight the donation aspect of the game. These ads were created in Premiere and in-platform on Instagram.

Media

The game was featured on the National Peanut Board’s blog to encourage more people to play.

Copywriter: Daniel Goldberg