Social media marketing campaigns have become a powerhouse for connecting brands with their audiences in fun and creative ways. They’re not just about selling a product or service—they’re about building relationships, telling stories, and creating moments that resonate with people.
And what better way to connect than by highlighting one of the most universal bonds we share—our love for animals? Whether it’s a goofy dog meme or a heartwarming rescue story, animals have a magical way of bringing us together and making our online experiences brighter.
That’s why using social media to celebrate our friendship with animals doesn’t just make for great content—it reminds us of the joy and compassion these furry (or feathery) friends bring to our lives every day.
This is what exactly Grameenphone, a Bangladesh-based telecommunications brand, tackled for its ‘Bondhu Bojhe Amake’ campaign, whose campaign–rooted in our innate relationship and loyalty with our animal companions–resulted in a campaign that encouraged everyone to be more mindful and respectful of our animal companions, as well as highlighting greater brand reach for Grameenphone in the country.
The Background
In Bangladesh, animals have shown loyalty, affection, and friendship toward humans over generations, so much so, that aminal here are loved like family members in any cases; yet animal-human bond remains overlooked. As “friendship” lies at the heart of this beautiful bond, Grameenphone saw an opportunity to redefine it—encouraging society to recognise, understand, and appreciate the signals animals give as acts of friendship. Bondhu Bojhe Amake was born from this vision: to translate animal gestures into a language people could relate to, fostering a deeper bond with our four-legged friends.
The Objective
Grameenphone aimed to redefine friendship through communication between animal and human, and decided to focus on their unique bond – which is often overlooked. By partnering with animal welfare organisations like Paw Foundation, Pranicool, and Animal Coalition BD, the campaign sought not only to create awareness but also to empower people to understand animals in a more empathetic way. The approach was to use relatable content, digital lingo, and user-generated content (UGC) to make the concept accessible and engaging for Digital Bangladesh, encouraging everyone to “accept the friend request” animals send us.
The Solution
For this campaign, Grameenphone embarked on the following initiatives:
Official Video Campaign: The campaign featured an OVC with an animal lover demonstrating friendly gestures animals use to communicate affection and trust. This video served as an educational tool, highlighting that understanding animals is not only possible but simple with a little effort.
Collaborations with Animal Welfare Organisations: Partnering with leading animal welfare organisations, Grameenphone strengthened the message that animal gestures are friendly and approachable. Testimonials from animal experts helped demystify animal behaviour and build trust in the authenticity of the campaign.
Digital Tool – ‘Accepting Friend Request’: This innovative feature enabled users to engage with animals’ “friend requests” through simplified digital lingo. The tool provided an interactive element to celebrate and decode animal communication in a playful, social media-friendly way.
User-Generated Content on Friendship Day: The #BondhuBojheAmake hashtag invited people to share their friendship moments with animals, creating a movement where individuals shared their personal bonds with animals. On TikTok, a CTA encouraged users to create videos with pets using the “Bondhu” song, which inspired widespread participation from both casual users and influencers, amplifying the campaign’s message across social media.
The Results
Rooted in a shared love for animals and strengthened through collaborations with animal welfare organisations, the initiative struck a deep emotional chord. With over 3 million engagements and nearly half a million interactions, it quickly became one of Grameenphone’s most loved and shared campaigns. By pairing heartfelt storytelling with a meaningful cause, the campaign not only showcased the joy animals bring to our lives but also underscored the power of connection and collaboration in driving success.
