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We saved dem puppies

// June 10th, 2009 // Breaking News

So….. not the usual social media story but this is a great example of user-generated cause related marketing (UGCRM) – which is a new term I just decided to coin : )

I was having a crappy day until JP van der Spuy, founder of Mytrade alerted me to the fact that banter from a few days ago had resulted in the heroic saving of puppies from the humiliation of being auctioned online like old trinkets.

Last Thursday Amelia (@startameliaup) started it all, as her username would suggest – introducing the topic of cruelty to animals by auctioning them online.  JP van der Spuy and @baldy_za agreed it was not cool.

I did not think about it hard and I love animals so being the ruthless tactical opportunist that I am (*tongues in cheeks*), I suggested to JP that he do a viral campaign that mytrade.co.za wont auction puppies.

Come on – everyone loves a puppy story. Sadly we have become so desensitised by the media that often stories related to animals strike a deeper cord than cruelty to human beings.

Well …… BY SOME VERY STRANGE AND DIVINE COINCIDENCE the universe was aligned ; ) – the result is this posting on the Bid or Buy forum the very same day.

Hi All

Effective immediately the sale of live animals via auction method will be stopped on bidorbuy. Current auctions running will be allowed to close as per normal. Thereafter no live animals may be listed for sale using the auction method.

Thank you for your co-operation and understanding in this regard.

Kind regards
Cuan
__________________

bidorbuy Operations Manager

But seriously what’s the point? – well – I thought about it again and in hind site is it really cruel to auction a puppy? I mean the puppy endures no pain, is not aware that it is being bid for and bares no resemblance to a Russian bride.

Pets are advertised in the newspaper all the time, I cannot see how it is any crueler to “Bid” vs “Buy” – but it is an emotional topic and everyone will feel different.

I think that one  a pragmatic level it is not cruel (I say that as an avid animal lover) but Bid or Buy did not rationalise this before making a knee-jerk decision to change policy – or stick to their guns.

Whatever your stance on the matter, some lessons learnt:

1. Social media mobilised reaction to a cause quickly
2. Don’t make business decisions without thinking them through properly.
3. Seize opportunities to expose the perceived weaknesses of your opponent.
4. Neither Mytrade nor Bid or Buy will be auctioning puppies it seems.
5. We all love puppies.

If I was Mytrade I would auction the puppies.  The opposition has played its hand.

If you really want to help visit http://www.nspca.co.za/

Good night.  I am going to eat my Barone and think about being a firefighter.