Digital Campaign of the Week: Dogs Trust

A themed playlist on music streaming site Spotify could be a charity first

Dogs Trust on Spotify
Dogs Trust on Spotify

What is it?
Dogs Trust's canine-themed music playlist, called Woofstock and hosted on free music streaming website Spotify. Tracks include Puppy Love by Donny Osmond, and the perennial classic Who Let the Dogs Out? by the Baha Men.

How does it work?
Supporters listen to the trust's tracks by signing up for a Spotify account. They can then share the list with their friends on social networking sites such as Facebook and Twitter.

Spotify has more than a million users, according to the trust, despite the fact that users must listen to advertising before hearing tracks. The site will also shortly be available as an iPhone application.

Why Spotify?
Because the trust has seen "tangible results" from social networking, according to Jackie Darlow, digital marketing manager.

"And with Spotify, we wanted to test the water," she says. "We're always one to jump on a digital bandwagon."

How much did it cost?
Nothing. Spotify is free, and the list took staff at the trust 10 minutes to assemble.

How will the campaign be measured?

By monitoring the number of listeners and how many people pass on a link to the list to their friends, says Darlow.

One way it plans to do this is by using URL shortening service Qurl to provide links in messages to supporters. Qurl's tracker tool allows the trust to see how many people have clicked on links.

Third Sector's verdict
A quick and simple idea, and everyone can join in with their own suggestions. And a possible first - we don't know of any other charities on Spotify.

The Woofstock tracks in full:

Hounds of Love The Futureheads
Dog Days are Over Florence + The Machine
Hound Dog Elvis Presley
Diamond Dogs David Bowie
I Wanna Be Your Dog The Stooges
Black Dog Led Zeppelin
Cats And Dogs Camille
Can Your Monkey Do The Dog Rufus Thomas
Who Let the Dogs Out? The Baha Men
Puppy Love Donny Osmond
I Love My Dog Cat Stevens

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