Excerpt from this article on OgilvyDO:
“Dogs are becoming the new celebrities,” says Cory. “They have millions of followers, and people trust them. It’s not like if a celebrity is selling a product.” These doggy accounts, most of which started out as just amateur photographers and their pets, have morphed into media brands. “They have agents, book deals, apparel… On the flipside, there are these volunteer-run shelters trying to save dogs with very little time or resources.” Cory and Jane wanted to find a way to combine this love of storytelling with a way to do good, and so together they founded Dogly.
It works simply enough; you download the app and share images and stories with the Dogly community. When another member loves one of your photos (it’s all about the loves, not likes) that counts as a donation towards your chosen shelter. The more creative your content, the more loves you get, and the more good you do. Shelters also use Dogly to post updates on adoptable dogs, and the shelter with the most loves at the end of the month receives a $1,000 donation.