The ASPCA’s 150th Anniversary

The ASPCA celebrated its 150th anniversary in 2016, and Olivia was charged with leading the Marketing Communications efforts of this momentous occasion. This included the development and execution of a fully integrated marketing campaign that lived online and in person through three unique events across New York City. Additional promotional components of the ASPCA 150th included a star-studded celebrity video, cause partnerships with brands like Tito’s Vodka and Vans shoes, the premiere of an ASPCA documentary on Animal Planet, an #ASPCA150 social media campaign, and much more. The campaign was one of the most successful in ASPCA history, garnering nearly a billion media impressions, hundreds of millions of social media impressions, 20+ engaged celebrities, and an overall permanent lift in fundraising and brand awareness.