Kesha’s Tails Out Tour with Spot Pet Insurance was built on a simple, emotional idea: celebrate the powerful bond between people and their pets while driving national awareness for pet health and adoption.
Spot Pet Insurance partnered with Kesha to merge pop culture and pet care in a way that no insurance brand had done before. The campaign launched with an exclusive listening party and pet adoption event in Los Angeles, where fans could meet adoptable animals, enjoy an intimate acoustic set from Kesha, and learn about Spot’s mission to help pets live longer, happier lives.
The partnership extended nationwide through the Tails Out Shelter Contest, inviting fans to vote daily for their favorite animal shelter. Each vote equaled a $1 donation from Spot (up to $1,000 per shelter), with the top-voted shelter winning a Spot-sponsored adoption event, waived adoption fees, and an Instagram shoutout from Kesha.
The campaign’s goals were clear:
Increase awareness of Spot Pet Insurance through a culturally resonant collaboration.
Drive engagement among pet lovers and Kesha’s fan base through daily interactive participation.
Support animal shelters and boost pet adoptions nationwide.
Position Spot as the leading pet insurance brand advocating for both wellness and adoption.
By blending music, advocacy, and community, Tails Out turned pet insurance into a movement: uniting fans, shelters, and pet parents around compassion, care, and connection.
Spot Pet Insurance and Kesha came together through a shared belief: that love, music, and animals have the power to heal. Our challenge was to transform a functional product - pet insurance - into a cultural movement that inspired joy, compassion, and real-world action.
The campaign launched in June 2025 with Kesha’s Tails Out Tour x Spot Pet Insurance, kicking off in Los Angeles with an exclusive listening party and pet adoption event. The event invited fans to celebrate the premiere of Kesha’s EP alongside adoptable pets from local shelters. Every element - branding, signage, giveaways, and messaging - highlighted the connection between Kesha’s message of self-expression and Spot’s mission to help pets live longer, happier lives.
From there, the campaign expanded into an interactive national contest, the Tails Out Shelter Contest, which empowered fans to take action. Through a custom microsite, audiences could vote daily for their favorite shelter. Each vote triggered a $1 donation from Spot (up to $1,000 per shelter). The shelter with the most votes earned a Spot-sponsored adoption event, complete with waived adoption fees, gift bags for new pet parents, and a personal Instagram shoutout from Kesha.
Our content strategy blended earned, owned, and social storytelling:
Kesha’s social platforms reached millions of followers, generating emotional connection and credibility.
Spot’s digital channels hosted daily contest updates, shelter highlights, and pet adoption stories.
Shelters across the country amplified the campaign, encouraging their communities to vote and share.
To maximize participation, we used a mix of influencer amplification, social ads, and organic media coverage. Every piece of creative emphasized empathy and empowerment - showing that protecting pets’ health is an act of love.
Challenges & Solutions
One of the biggest challenges was maintaining authenticity in a celebrity partnership within a highly regulated insurance category. We overcame this by centering the campaign on community impact, not promotion. The story was never about selling a policy - it was about saving pets. By focusing on adoptions, shelter donations, and educational content about pet safety, Spot earned organic credibility and drove emotional engagement.
Another challenge was coordinating dozens of participating shelters across multiple states. Spot’s team worked directly with shelter coordinators to ensure fairness, provide ready-made social assets, and streamline the voting process. The result: hundreds of thousands of fan interactions and meaningful local impact.
Why It Was Unique
Unlike typical insurance marketing, Tails Out brought together music, rescue advocacy, and emotional storytelling under one unified purpose. Spot transformed from a service provider into a cultural advocate for pet health - turning fans into pet champions and shelters into stars.
By the end of the campaign, Tails Out had driven national media coverage, thousands of adoption inquiries, and measurable brand lift for Spot. But more importantly, it created an unforgettable moment where art met empathy - and where every vote, every share, and every song helped a pet find a home.
The Kesha’s Tails Out Tour x Spot Pet Insurance campaign exceeded every objective - raising national awareness, deepening emotional connection, and driving real-world impact for animal shelters across the country.
Spot set out to build a partnership that would bridge pop culture and pet care, positioning the brand as both an advocate for pet wellness and a force for good in the community. The campaign did just that - combining music, adoption, and engagement to reach millions of pet lovers nationwide.
The Tails Out Shelter Contest invited fans to vote daily for their favorite shelters, with Spot donating $1 per vote, up to $1,000 per shelter, resulting in over $50,000 in total donations. The contest generated more than 500,000 votes and engaged 1,000+ shelters nationwide, culminating in a Spot-sponsored adoption event for the winning shelter with waived fees, adoption gift boxes, and a personal shoutout from Kesha.
Across earned, owned, and social media, the campaign achieved over 10 million total impressions and 100+ media placements, spotlighting Spot as a compassionate, culture-forward brand. Over 1,000 pets were directly impacted through adoption events supported by the campaign.
By uniting fans, shelters, and one of pop music’s most recognizable voices, Tails Out turned a pet insurance brand into a national advocate for pet health and adoption - proving that when art, empathy, and purpose align, meaningful change follows.
