At the start of 2014, Rite Rug Flooring partnered with the Capital Area Humane Society on a campaign to raise awareness for animal rights and adoption.


Rite Rug Flooring wanted to highlight their relationship with the Capital Area Humane Society and promote animal rights and adoptions while establishing a consistent social voice for the Rite Rug Flooring brand. Rite Rug wanted a solution to streamline this operation, and partnered with The Social Firm to create a social media campaign for Columbus, Ohio.


The Social Firm identified successful marketing tactics, social media influencers, and researched the animal advocacy market. The Social Firm then created a 3-week awareness campaign called “Pet Stars Columbus” to drive participation of a pet photo contest for Columbus pet owners.

The creative team developed a 3 page mini-site for the campaign to centralize the campaign content and to measure results. Using customs design elements from both the Rite Rug Flooring and Capital Area Humane Society brands, The Social Firm crafted an advanced user experience by delivering easy to find information on contest submission, the partnership, photos, and pets in the home tips. Once the site was developed, we hosted it on the unique URL www.petstarscolumbus.com.