Context: The Story Behind the Case
Every case study has a story, and this one is deeply personal. Before creating Kweet, we founded Petners—a nonprofit helping stray animals and animal shelters of Ukraine. Over the years, we saw shelters struggle with inconsistent food donations, leaving animals hungry and staff stretched thin.
Kweet grew out of our firsthand understanding of these challenges, especially how nonprofits struggle to communicate their mission effectively in a crowded digital space. The “Shop VEGDOG, Support Petners” campaign wasn’t just an initiative—it was a way to showcase how Kweet could turn awareness into action and drive real-world impact.
TLDR: We HAD to test Kweet’s AI Assistant ourselves before letting our users in.
Introduction: More Than Just Numbers
When we say we secured 31 tons of pet food in two weeks, it sounds like a miracle. But the truth? It was a strategic masterpiece—a collaboration between Petners, VEGDOG, and Kweet AI Assistant that blended mission-driven creativity with cutting-edge technology.
This case study explores every twist and turn: how VEGDOG turned customers into changemakers, how Petners inspired action through storytelling, and how Kweet AI became the silent architect of it all—helping us navigate the complexities of modern nonprofit marketing with precision.
The Challenge: Bigger Than Both of Us
The Stakes for Petners
At Petners, the need was clear: shelters were stretched to the breaking point. Rescued animals were arriving faster than resources could accommodate them, and the weight of the situation was palpable. A shelter director confided, “We’re rationing food. We’ve never had to do this before.” The stakes weren’t just operational—they were emotional, too.
Petners needed an innovative approach to reach a broader audience.
The Stakes for VEGDOG
For VEGDOG, the challenge was equally personal. As a pioneer in plant-based pet food, they are working to redefine an entire industry, balancing a growing demand for sustainable and ethical options with an inherent skepticism around change. The campaign needed to feel authentic, tangible, and deeply aligned with their brand values.
The campaign had to be simple enough to understand, compelling enough to act on, and bold enough to cut through the noise.
The Solution: Building a Bridge Between Worlds
A campaign’s success often hinges on its ability to speak to the right people in the right way. For “Shop VEGDOG, Support Petners,” that meant discovering the nuanced overlap between Petners’ donors and VEGDOG’s customers. They weren’t the same audience, but Kweet’s AI tools helped us craft a unified message that resonated deeply with both groups—and it all began with data.
Persona Overlap: The Human Connection
Kweet performed a persona analysis and revealed surprising insights about the motivations and emotional triggers of Petners’ donors and VEGDOG’s customers. Here’s what we learned:
Petners Donors
Motivated by tangible, immediate impact—feeding animals, saving lives.
Drawn to emotionally engaging stories featuring specific individuals (a rescued dog, a shelter director or a volunteer).
Deeply appreciate our transparency and relatability. Anything unnatural would immediately stand out as fake and salesy.
VEGDOG Customers
Ethically conscious consumers who prioritize sustainability and animal welfare in their purchases.
Deeply appreciate authenticity and personal approach. VEGDOG’s social media is filled with personal stories of their team members and customer feedback.
Motivated by shared values and the opportunity to make a difference.
The overlap? Both audiences shared a deep empathy and a desire to make a meaningful impact. They were united by a common purpose: helping animals in need while contributing to a larger story of compassion and care, essentially driving systemic change.
Crafting the Message: Building a Bridge Between Audiences
Kweet’s AI took these insights and recommended messaging that bridged the gap:
A Shared Narrative
Instead of targeting each audience separately, the messaging positioned VEGDOG and Petners as partners working together for a greater good. This allowed audiences to align their individual actions (shopping, donating) with a larger mission. While we speak different languages (EN/DE), we have used Instagram’s collaboration tool (posting to both accounts) to get our supporters together.
Focusing on Transparency
Kweet suggested emphasizing the mechanics of the campaign in a way that felt empowering rather than transactional. Instead of simply stating “€10 = 1kg donated,” we framed it as: “10% discount, each €10 spent on VEGDOG website turn into to 1kg of dog food donated to animal shelters and civilian volunteers”. This way, we have continuously mentioned the final recipients – homeless animals and people taking care of them.
Tone Adjustments
Crafting the right tone was essential to ensure the message resonated with both audiences. Kweet recommended language that blended emotional appeal with a sense of empowerment, emphasizing both the immediate impact of the campaign and its broader significance. Phrases like “Enjoy a discount while helping stray animals of Ukraine” created a balance between rationality and inspiration.
Visual alignment
At Petners, we are known for our brutalist design. Black/white/beige colors, bold unified typography and recognizable layouts. VEGDOG, on the other hand, is playful, bright, and fun. Kweet suggested us to add colors and typography playfulness to be appealing to the VEGDOG audience and make a splash in our usual feed. Indeed, this campaign stands out in our feed – and always will be a bright, joyful period of it.
Educational Posts: Turning Awareness Into Action
Kweet’s recommendations for educational posts were key to building trust and engagement throughout the campaign. While VEGDOG’s customers are fully aware of the vegan dog food benefits, we had to present the hard hitting fact to Petners audience.
Breaking Down Myths
Kweet suggested posts addressing common misconceptions about plant-based pet food, tailored to Petners audience. Example:
Myth: “Dogs can’t be vegans”
Post: A carousel explaining benefits of vegan dog food for dog’s health.
Myth: “Feeding your dog vegan food won’t make a change for the planet”
Post: A carousel explaining how it does lead to tangible outcomes: conserving clean air, cutting down on methane, preserving biodiversity etc.
Myth: “Going vegan isn’t making a huge impact on animal suffering”
Post: A carousel explaining how going vegan reduces the demand for factory farming, protects wild animals and fosters a kinder world.
Kweet didn’t just suggest content—it predicted objections, questions, and opportunities to educate. For example, its emphasis on breaking down plant-based pet food myths proactively addressed skepticism.
A very important note here: Kweet AI Assistant has made many false claims about health benefits of vegan dog food, as we (the prompters) obviously projected a bias onto it. Always have an expert to proof-read the claims – in our case, it was Carla, a veterinarian of VEGDOG.
Content Strategy at Scale
Executing a campaign at scale required a strategy that aligned with platform algorithms, audience preferences, and emotional resonance. With Kweet, we crafted a content plan that prioritized high-impact formats, compelling narratives, and well-timed execution to maximize engagement. Here’s how it came together:
1. Prioritizing Algorithm-Friendly Formats
Kweet’s analysis revealed that short-form videos performed best across platforms, especially when they followed storytelling arcs. By focusing on video content, we boosted visibility while capturing attention. One standout example was a reel featuring a shelter dog’s journey—from rescue to thriving in a forever home—underscored by a heartfelt voiceover and simple text overlays. These emotional stories were not only engaging but also favored by algorithms for longer viewer retention.
2. Designing a Narrative Strategy
Kweet suggested a balanced narrative approach to keep the audience engaged and inspired:
- Introducing Petners’ and VEGDOG’s work
- Inspirational Stories
- Educational Content
- Fun and Relatable Moments
This breakdown ensured that the campaign remained dynamic, alternating between emotional appeals, practical information, and shareable entertainment.
3. Timing for Maximum Engagement
Kweet analyzed audience activity patterns to recommend the best posting times for each content piece. This data-driven approach, combined with compelling narratives and the right formats, helped the campaign achieve virality while staying true to its mission.
The Results: A Ripple Effect of Impact
Immediate Outcomes
€310,000 in Sales: VEGDOG’s website had an incredible two-week period with orders pouring in daily.
31 Tons of Food Donated: For Petners, this meant the biggest donation in our history. 31 tons of dog food will provide 176.000 meals for doggos in need.
Skyrocketing Engagement: Petners has reached 16.190 people on Instagram (91.5% non-followers) with a massive 316% increase in impressions from non-followers.
How Kweet Helped Us
1. Turning Complexity into Simplicity
One of the greatest challenges in nonprofit marketing is balancing clarity with nuance. Kweet helped us craft messaging that was both accessible and emotionally layered, ensuring it resonated with diverse audiences.
2. Optimizing in Real Time
Updating our real-time analytics in Kweet allowed us to pivot when needed. When early engagement showed that posts featuring specific animals outperformed generic content, we quickly adjusted.
3. Bridging Knowledge Gaps
Our team had limited experience in video production, but Kweet’s advice filled the gaps. From recommending Canva templates to suggesting pacing for Instagram Reels, it gave us the confidence to execute like pros.
Lessons Learned: Beyond the Campaign
Emotion Drives Action, Not Data. While statistics provide credibility, it’s the personal stories behind those numbers that inspire people to act. Highlighting individual animals and their journeys created an emotional connection that numbers alone could never achieve.
Clarity Sparks Confidence. By breaking down the campaign mechanics into simple, actionable steps—“Every €10 spent equals 1kg donated”—we made it easy for participants to understand their role in the mission, fostering a sense of ownership and trust.
AI Doesn’t Replace, It Amplifies. Kweet didn’t take over—it empowered us to focus on strategy and creativity, automating the rest.
How Our Dual Role Shaped the Campaign
Being both the founders of Kweet and Petners gave us unique insight into the pain points of both nonprofits and their supporters:
We Understand the Nonprofit Struggle
- As Petners, we’ve felt the constant pressure to fundraise, often with limited resources. We know the frustration of pouring hours into campaigns only to see minimal results, and the challenge of balancing emotional storytelling with clear calls to action.
- These experiences informed how Kweet was designed—to reduce the time, effort, and guesswork nonprofits face in crafting effective campaigns.
We Know What Supporters Feel
- Over the years, we’ve built relationships with Petners donors, understanding what moves them to act. They don’t want generic appeals—they want to see real, tangible change. This perspective helped us shape a campaign that felt authentic and emotionally resonant.
We Built Kweet to Solve Problems We Faced
- Drafting social media posts, creating content, and planning campaigns for Petners always felt like a monumental task. Kweet was designed to turn those pain points into streamlined processes, providing guidance, insights, and analytics that let nonprofits focus on their mission, not logistics.
Looking Forward: The Next Chapter
This campaign was just the beginning. For Petners, the success has inspired plans for a series of collaborations with brands that align with our mission. For VEGDOG, it cemented their reputation as a purpose-driven leader in their industry.
And for Kweet? This campaign served as powerful validation—proof that Kweet can help nonprofits turn ambitious ideas into tangible, scalable impact, paving the way for even greater possibilities.
Your Turn
Imagine what you could accomplish with the right tools. If you’re a nonprofit trying to scale your impact, Kweet is here to help you craft campaigns that move people—and mountains.
Ready to make it happen?
