When multiple posts about Ash being up for adoption amounted to zero calls or interest, the Cluny Animal Trust felt genuine despair over his fate. But almost out of nowhere, one call came in from a woman who didn’t follow a single animal welfare page, but kept seeing Ash’s images on her feed – a seemingly deliberate push by the social media algorithm to get this boy his perfect human!
Free State, South Africa (30 September 2025) – When the Cluny Animal Trust’s posts about one special doggo didn’t generate any calls about interest in adopting him, the team grew increasingly worried about his future.
Three posts, hundreds of likes and several shares later, not one person picked up the phone to inquire about adopting him or even offered a glimmer of hope that his forever family was out there.
But then, out of the blue, a call came in. On the other end of the line, a woman named Melissa told one of the Trust’s staff members, Imogen, the oddest thing that had happened to her while scrolling on Facebook.
Melissa had lost her much-loved dog recently and was devastated. She didn’t follow any animal welfare organisations on Facebook at all, but on her feed, photos of Ash – the dog whose adoption posts didn’t bring much hope – just kept popping up!
“Now we don’t understand Facebook algorithms at all, but we all took it as a sign, and so we started the adoption process. As we went through the process with her, we started to realise this was the most perfect fit,” the Cluny Animal Trust said in a recent post.
Melissa decided that she wanted to come down to meet Ash first, and so she drove down yesterday to meet him.
According to the animal shelter, Ash is an amazing dog, super intelligent and handsome to boot.
“We were not surprised when she came into the clinic after spending time with him in the garden and asked for the adoption contract, and he went home yesterday.”
“There were a lot of tears from the team; it was honestly difficult to say goodbye, but we are thrilled that he has finally found his person. We know that this is forever, and we could not be happier.”
Won’t you look at that! Social media’s unexpected power and reach were able to connect a grieving woman longing for a furry companion with an overlooked dog who, too, was yearning for a place to call home. They have beautifully found each other and look forward to the best days together – proving that sometimes, you just need a little digital nudge to find your soulmate!
Sources: Cluny Animal Trust
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