Putting a smile back on Laura's face

It’s 6 in the morning and you’re bleary eyed from a broken night’s sleep. You stumble downstairs and your first priority is to go to see your 12-week old puppies in their kennel.

Except when you get there they’re gone. There’s no wagging tails, no excited squealing. The locked Kennel is empty, you look around desperately hoping they’re hiding, maybe the canine version of hide and seek?

But in that split second you realise this isn’t a game and your puppies are nowhere to be seen. They have been stolen.  The wave of emotions is intense – anger, grief, disbelief and that physical feeling of sickness in the pit of your stomach.


Getting life back on track


This was the experience for Mosaique’s chairman Paul Carter a few days ago.  His border collie pups Thornton and Neo had been taken and for Paul and his wife Laura, it was the last straw.

Having notched up 17 hospital visits in two months, Laura was taking on cancer and winning. The puppies were her focus as she fought to get life back on track. 

The couple’s only thought was to get the puppies back; they feared the worst but hoped for the best.


Getting the message out


In the Mosaique office we turned our attention to getting the message out.  We needed to inform people quickly so that they could be our eyes and ears as the first 48 hours were going to be crucial.  A poster with photos of the pups was quickly pulled together but we needed to get to thousands of people, not just the immediate local community.   Our focus quickly turned to social media.

Today there are more than 30 million people in the UK on Facebook, around 60% of the population has an account. Twitter has 15 million active users. Those were the networks we wanted to tap into!


We needed people on side


We needed as many of the people as possible on our side.  We shared it on a personal Facebook account first and within hours it was shared more than 4,000 times.  We had the post accepted on a community page and that quickly sky rocketed to in excess of 11,000 shares. On Twitter the information was shared virally around hundreds of networks, we’d recruited thousands, potentially millions, more to help us find Thornton and Neo.

The comments were heart warming, we had touched people emotionally and they were on our side determined to get the puppies home.  This was social media at its most powerful. Users felt Paul and Laura’s pain and they wanted to make it better.

And do you know it worked! The information on Facebook was seen by someone who knew where the puppies were. Undoubtedly they were encouraged by the offer of £1000 reward but they had to know about that reward and how much Paul and Laura wanted those puppies back.  Social media delivered that message clearly and with the utmost conviction.


Back home where they belong


The result is that Laura is smiling again.   Thornton and Neo are home where they belong and Paul and Laura are exceedingly grateful to everyone who supported them.  It’s a huge thank you to everyone who posted, shared, liked, commented and re-tweeted.  You made two special people very happy. 

The entire Mosaique team is chuffed to bits.  Our campaign worked and we learned how valuable social media is when you can inject raw, human emotions into a story with a desired outcome. 

Granted, that’s not always possible when you’re in the commercial world and the product isn’t cute and cuddly but it shows the importance of story telling and emotional engagement on social media.  Touch someone’s heart, and they’ll do whatever they can to help.  



Caroline Rawlison

comments powered by Disqus