The way to a retirement saver’s wallet is throughhis — pet?

Massachusetts Mutual Life Insurance Co. certainlyhopes so, having undertaken a campaign to entice people tosave more for retirement by enablingthem to post pictures of their furry, feathered or finned friendson social media. The company compares the blood-pressure-loweringeffect of having a pet to the peace of mind of having enoughretirement savings.

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And it’s actually working.

While more than 1,700 photos of “dogs, cats, rabbits, mice andhorses in a wide range of poses and even some in costumes have beenuploaded and shared on social media,” it doesn’t stop there.Enthusiastic pet owners hoping to win an iPad — if their pet getsenough votes at the end of the year — have also posted shots ofnonfurry companion animals, including “a hummingbird, chickens,parrots, turtles, a lizard and pet rocks.”

Okay, so they’re sharing photos. But what about saving?

A direct marketing campaign from MassMutual encouragingretirement plan savers to boost their contributions has “enjoyedthe highest response rate ever for those making additionalsavings,” with new retirement plan deposits attributed to thecampaign — which started in March and ran through May — projectedto generate $43 million in additional deposits in 2016.

The case could be made, of course, that without adequateretirement savings, one cannot adequately care for an elderly petonce one retires—not to mention oneself, so that one can continueto go on those all-important daily walks with an animalcompanion.

But somehow that doesn’t seem to be the focus of the campaign,which at present has as its most popular pet “a chocolate LabradorRetriever puppy resembling a stuffed toy and who has attracted morethan 8,300 votes and counting.”

The RetireSmartPet.com website, where the pictures areposted, does offer advice on saving for retirement, and MassMutualsaid that the campaign is doing particularly well with millennialsand those 55 and older.

The former (ages 18–34) had the highest response rate;retirement savers ages 55 and older had the highest increase insalary contributions. The increase was attributable to both men andwomen.