At Sequoia, we believe that home is for everyone - including pets of all breeds. In a bold industry shift, we eliminated breed restrictions across almost all of our apartment communities, reinforcing our commitment to inclusivity. While most apartment brands continue to exclude certain dog breeds based on outdated perceptions, we recognized the need for change and took action.
Our goal was twofold: to welcome all dogs, regardless of breed, and to drive awareness of this groundbreaking policy through a dynamic, digital-first marketing campaign. To amplify this initiative, we leveraged video storytelling, engaging social content, and strategic partnerships to highlight the importance of pet inclusivity in apartment living.
Our campaign didn’t just inform - it challenged misconceptions, fostered community engagement, and celebrated the unconditional love pets bring into our lives. By prioritizing both policy and outreach, Sequoia positioned itself as a pioneer in pet-friendly multifamily housing, setting a new industry standard.
The challenge was clear: overcoming the stigma surrounding certain dog breeds and reshaping perceptions in an industry that continued to uphold restrictive pet policies. Our strategy focused on education, engagement, and emotional connection, using video storytelling as the foundation of our campaign.
Key Components:
Overcoming Challenges:
While lifting breed restrictions was a progressive step, it came with its challenges. Breed discrimination remains deeply ingrained, and we faced skepticism from those who held negative perceptions about certain dogs. Instead of avoiding these conversations, we addressed them head-on through educational content, and testimonials from our residents who benefited from the policy change.
By combining authentic storytelling, data-driven strategies, and community-focused engagement, our campaign shifted the narrative; proving that an inclusive pet policy isn’t just possible, but necessary.
Our campaign delivered remarkable engagement and measurable impact, proving that pet inclusivity is not just a policy change - it’s a movement.
Social Media Success:
Resident Engagement & Community Impact:
Industry Recognition & Innovation:
Sequoia’s groundbreaking approach to pet inclusivity was recognized with three major awards from The Michelson Foundation’s Pet and Housing Awards, solidifying its position as an industry leader in pet-friendly multifamily living. By challenging outdated restrictions and integrating innovative marketing strategies, we set a new standard for the industry—one that embraces all pets and their owners.
Beyond the numbers, our campaign transformed resident experiences, fostered a more inclusive community, and positioned Sequoia as the leader in pet-friendly apartment living. By challenging industry norms and advocating for change, we not only created a successful marketing campaign; We sparked a movement that redefined what it means to be truly pet-inclusive.
