I often get asked how on Earth dogs fit into the Instagram strategy of the Central Bank of the United States? Well, here’s how #DogsOfTheFed came to be and why.

It’s no secret that I love dogs. If I see one on the street, I’ll ask the owner if I can pet it unless it’s a working or service dog. I lost my French Bulldog in March 2018, breaking my heart. #DogsOfTheFed stemmed from my love of dogs, and it brought me so much joy during my time at the Atlanta Fed.

I previously wrote about the social media case study and changes I deployed at the Atlanta Fed. Instagram was part of that larger strategy, but because we had decided to go a different direction content-wise, it garnered a separate strategy. My predecessor and a co-worker presented the idea before my arrival, and I wholeheartedly agreed with the business case they had shown for creating the account. It hadn’t been off the ground long when I arrived, so my co-worker and I worked on the strategy to better flesh out our vision for the platform.

The idea for the Instagram account stemmed from a single public perception issue: The Federal Reserve has an image problem and is often seen as formidable and out of touch. It sounds harsh, but it’s true. Our white (Georgia) marble building sits at the corner of 10th & Peachtree Streets in Midtown Atlanta, and you have to go through heavy security to get access even to the museum. Police (and the lovely working K9s) patrol the perimeter daily, and part of that perception was that some people had no idea what went on inside the building.

We wanted to humanize the institution in a cutting-edge new way for a quasi-government organization. As we worked to define what this strategy looked like and how we’d visually humanize the brand, we went as far as to attend an Instagram workshop facilitated by a local social media consultant. It was the idea incubator we needed to finish off what became the first version of that strategy. It’s also where we met one of the influencer dogs we eventually featured in the campaign. Yes, influencer dogs are a thing.

A visit to the Federal Reserve Bank of Atlanta’s Instagram account shows that it is following up its #DogsOfTheFed campaign with a #HumansOfTheFed one, complete with inspirational stories and no-so-candid snaps. But something more significant is happening under the surface. An institution shrouded in mystique and hemmed in by its desire to remain above the political fray is opening up.

Jeanna Smialek in The New York Times

Following the workshop, we tackled the project using key takeaways and ideas from the event. One of the things we struggled with early on was defining our marketing unique. As one of 12 Reserve Banks in the United States, we weren’t exactly a unicorn regarding the content churned out. But, one day, on a walk to lunch, I noticed a dog being walked on our grounds. And after that, I started seeing a lot of dogs. When it dawned on me, we had an opportunity – and a marketing unique within the Midtown community. High rises surround the building, and many people live there. Outside of Piedmont Park, we had the most significant green space in the district. So, unless you lived closer to Piedmont Park, guess where owners and dog walkers took their charges for a walk? Yup. Our grounds.

It was a crazy concept. Considering our conservative approach to outreach and external relations, I thought it’d be shot down. But, sometimes, you have to take a risk. What if we could show we were human? What if we could show we were part of the community and welcomed everyone – four-legged friends included? #DogsOfTheFed hit on the idea that we could be an approachable partner caring deeply about our community. And that’s how #DogsOfTheFed was born.

It wasn’t as hard of a sell as I thought. The visual was ala The Dogist and Humans of New York. Maybe I got grace because I was the new kid, but we could give the idea a go. And, I never in a million years imagined the reaction it’s gotten. Even though we had the blessing of our department vice president, many people inside the Bank simply didn’t understand it. That’s ok. They weren’t our target audience.

I first realized we were on to something when my co-worker and I got invites to other community events around Atlanta. Typically, we’d send someone higher than us, but people were asking for the “dog people.” Then, the phone calls started. Other Reserve Banks wanted to know if they could use the hashtag (of course!), and I think the mind-blown moment was when a colleague at the European Central Bank reached out. They were impressed by the account, especially the dogs, and wanted to know if we’d be willing to share our strategy. Here’s the thing: some people hold that stuff close to the vest. Not me. I know what works for us may not work for someone else, but if I can help another organization up its game, I’m happy to do that.

We even got mentioned in Atlanta Pet Life. We were proclaimed as Atlanta’s unofficial dog park. That opened up people visiting the grounds with their dogs and asking our co-workers how to get their dogs featured. When it finally took off, people would visit us and use the hashtag in their photos. But, the day it all finally came full circle for me was when MSNBC reached out. Yes, as in that MSNBC. Like what?

#DogsOfTheFed became a gateway for other campaigns – #ThisIsTheSixth is where we showcased the cities, towns, and communities across the Sixth Federal Reserve District. Since I left, they finally spawned off the #HumansOfTheFed concept we ideated back during that original brainstorming session.

It was a crazy idea that turned into a great one. It’s hands down the social media campaign I am most proud of.

Must love dogs. Always and forever.

Scout was the first dog we featured in #DogsOfTheFed. Addie was the first time I’d ever worked with an influencer. I loved that we could also showcase the Federal Reserve Police’s K9 working dogs on our staff. The last two were posted after I left, but they’re my best friend’s dogs, Louie and Lemmy. And I’m biased, but they’re my favorites.