Life360

All the Best People
are Dogs

Your favorite family member has entered the circle: your dog.

Every family member has let you down. You’ve been betrayed by cousins, bullied by uncles, and blocked by sisters. Which is why your favorite family member…is the dog. The dog has never tried to sell you essential oils. Or tried to use Thanksgiving as an opportunity to rope you into a multi-level marketing scheme. This campaign and musical helped the Life360 Pet GPS sell out within 24 hours of the launch by celebrating the fact that, if anyone deserves to be in your Life360 circle, it’s your dog. Because all the best people are dogs.

Praise

Ad Age Creativity Top 5

https://alto.imgix.net/projects/life360-pet/pet_results_module_shifted_down.png

24H

Sold out of PetGPS products on Day 1

92%

Increase in top of mind awareness

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25%

YOY increase in monthly active users

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Life360 - All the Best People are Dogs

The campaign, created by Alto, continues the company’s playful streak of brutally honest family storytelling—this time, with the family dog getting top billing.
Tim NuddAd Age

THE CHALLENGE

Life360 needed to introduce a new Pet GPS to their family safety and location sharing product lineup.

There are other pet trackers on the market, but Life360 is the only app that allows you to track your WHOLE family (humans and pets) in one place. It needed a big announcement with a message that would stick: We don’t just love our pets. We love them BEST.

THE APPROACH

For max shareability, this campaign was designed with social media (particularly TikTok) and music entertainment in mind.

In today’s world, truth feels radical. In a world of deepfakes and lies from every direction, what’s innovative is doing what few do: state the unspoken truth. Our Life360 musical piece, “All the Best People are Dogs,” was a hit on social media, particularly TikTok, because it captured this brutal honesty: we don’t just love our pets. We love them BEST. When reality feels unstable, truth hits hard.

No song can ever speak more truth about dogs than this song.
@yogamom_68

THE IMPACT

Life360 sold out of their Pet GPS inventory on Day 1.

Families were quick to add their true favorite family members to their Life360 circles, the Pet GPS products sold out within 24 hours of the launch of “All the Best People Are Dogs” — and continue to sell out today. The campaign also helped Life360 further distance itself from Apple, cementing its position as the #1 family-super app designed for every member of the modern family, human or not. Our platform Family-Proof Your Family has led to a 92% increase in top of mind awareness, and a 25% YOY increase in monthly active users.