Battersea Dogs and Cats Home

The Grump-o-Meter

London-based animal charity, Battersea needed to stem a double-digit decline in rehoming numbers.

We needed to convince historically grumpy Londoners the joy that owning a pet would bring and did so in the moments they needed it most.  By Identifying moments of unhappiness and stress using multiple data signals, we plotted, measured and predicted the mood of the capital through a bespoke tool called The Grump-o-Meter.

Joyful Battersea content was surfaced at only the most appropriate moments via a dynamic model which also used social listening to contextualise the creative output.

Despite a limited budget, our approach, which successfully leveraged sentiment in real-time, led to hundreds of animals finding new homes at a hugely reduced cost to the charity.