Viral Publicity Campaign PR Case Study
TrizCom PR unleashed a media frenzy with Operation Kindness’ “Chip & Adele” campaign, starring an unlikely (and undeniably adorable) duo: Chip, a Chihuahua puppy and Adele, a fluffy kitten. Rescued by North Texas’ largest no-kill shelter, these pint-sized BFFs stole hearts—and headlines. TrizCom strategically tapped into the power of cute, blending social media savvy with traditional PR muscle to make Chip & Adele viral sensations. The campaign racked up over 350 national and international earned media hits—including BuzzFeed and Inside Edition — and reached more than 150 million people. Within two months, the furry duo found their forever home, while Operation Kindness gained national and international attention, increased donations and elevated its foster program.
CAMPAIGN OVERVIEW
Operation Kindness’ “Chip & Adele” campaign was a heartwarming, high-impact initiative designed to raise awareness for animal adoption and the shelter’s foster program. With no budget but big ambition, TrizCom PR created a compelling narrative around two orphaned animals—a puppy and a kitten—who found comfort and friendship in each other’s company. Through a dedicated Facebook page, strategic media relations and a flood of irresistibly cute content, the story captured national attention. Strategic media outreach turned viral buzz into major media coverage, driving public interest, social shares and donations. The campaign not only found a forever home for Chip and Adele but also amplified Operation Kindness’ mission on a global scale.
CHALLENGES
Operation Kindness, North Texas’ largest no-kill animal shelter, wanted to spark public attention, boost pet adoptions and put a big spotlight on their foster program. Enter two pint-sized orphans with oversized charm: Chip, a scrappy Chihuahua puppy and Adele, a sweet and sassy kitten. These unexpected besties needed forever homes—and fast. Cue the PR magic.
STRATEGY
TrizCom PR knew they had a winning combo: puppy + kitten = internet gold. With cuteness as the cornerstone, the team built a campaign around Chip and Adele’s unlikely friendship, using both social and traditional media to tell their story. The mission? Make them viral stars while shining a light on the life-saving work of Operation Kindness.
IMPLEMENTATION
Launched a dedicated Facebook page filled with a daily dose of fluff: cuddle photos, snack-time videos and playtime antics.
Rolled out a media blitz, sending out digital press releases to local and national contacts and riding the wave of every viral pickup to fuel the next.
Crafted heart-tugging, share-worthy content that reminded people what animal rescue is all about.
Used real-time analytics to post with precision and maximize engagement when audiences were most active.
RESULTS
Chip and Adele were adopted together into a loving home just two months after the campaign launched.
The dynamic duo won the internet with more than 30,000 followers in week one and a global reach topping 8 million people.
TrizCom PR landed over 350 media hits—including appearances in Huffington Post, Good Morning America, Entertainment Tonight, BuzzFeed and The Dallas Morning News.
The campaign went full viral with 40,000+ shares and an audience reach of 150 million and counting.
Donations poured in nationwide and Operation Kindness saw an enormous spike in awareness for their mission and foster program.
Key Success Factors:
A heart-melting story and strategic storytelling made Chip and Adele impossible to ignore. Their journey was told visually through a steady stream of irresistible photos—snuggles, snack time, playful mischief—and short, shareable videos that melted hearts across the globe.
Smart use of data and timing kept engagement high and growing. TrizCom PR monitored real-time performance to identify peak engagement hours, making sure each new piece of content—especially videos—landed when audiences were most likely to interact.
A perfect blend of traditional and digital media kept the momentum rolling. The campaign capitalized on viral visuals and used earned media stories to drive traffic back to Chip and Adele’s content hub. Video montages and behind-the-scenes photography gave media outlets compelling assets to feature across TV, web and social.
By turning two furry friends into viral sensations, TrizCom PR not only helped them find a home—they helped Operation Kindness capture the hearts (and support) of millions.
Clip Highlights
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