Brand Marketing + Creative Strategy
Driven by insights, the human experience and a mission to connect brands and people in meaningful ways.
#ChewyChattyPets
#ChewyChattyPets campaign broke new ground for Chewy, authentically connecting with new generations of pet parents, increasing brand affinity and purchase intent on emerging channel, TikTok. The Hashtag Challenge asked pet parents to bring their pets’ most entertaining inner monologues to life.
Objectives:
Ignite brand familiarity within new pet parent audiences (e.g., Gen Z) and drive follower growth on TikTok as emerging Chewy channel.
Develop high-value audiences and serve as an additional touchpoint for already-engaged pet parents.
Partner with and deploy genuine Creator partnerships to tell the Chewy brand value story.
Win in Share of Voice during a key pet-centric holiday (National Dog Day) by taking over trending content lists and in-feed experiences.
Results: In less than 24 hours, the campaign garnered 578+ creator videos (amassing 695M+ video views), with a benchmark-breaking engagement rate across content - and increase of followers by +10% month-over-month after the Challenge launched.
Brand Lift Study results notably increased Familiarity, Ad Recall, and Awareness with significant lift in Purchase Intent.
Accolades: Finalist, 2022 Shorty Awards and Honoree, 2022 Webby Awards
