Chewy Campaign

Chewy is an online pet supply store that focuses on ensuring pets and pet-parents receive the best products, supplies, and brands. This campaign was scheduled to occur from October 2021-March 2022. The overall budget was $4,000,000 and digital media had to be over 50% of the spend. The campaign took place in the US with an emphasis on three chosen cities. The overall objectives were to increase brand awareness, encourage services trial, and maintain repeat purchases.

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BRAND AUDIT

Before working on the creative elements, our group researched various elements of the brand including: brand history, brand persona, ad analysis, social media audit, market analysis, geographic analysis, competitive analysis, and target market research. These elements helped us understand Chewy’s current positioning and develop a plan to add onto the existing brand messaging and campaigns.

TARGET MARKET

Our agency decided that one of the main demographics that chewy reaches is new parents/ young adults who enjoy the ease of shopping online. This target audience is ideal for chewy because they are starting their careers and families and their busy schedules make it difficult to go shopping for pet supplies. They also are making an income so they can afford some of the subscription offerings on chewy.com. This demographic uses many of the social media tools that chewy has successfully curated an audience on so the biggest thing is alerting new members of the target audience about the brand.

Demographics

Millennials
Ages 26-36
Working class
Having their first children
In the US
Both Genders
English Speaking
Average- Above Average Incomes
Digital Natives
Instagram Ideal Social Media

Psychographics

Stressed
Active
Busy
Impatient
Creative
Multitaskers
Organized
Hardworking

Campaign Vision

New Friends, Old Buddies

The “New Friends, Old Buddies” campaign addresses the acquisition of new customers while maintaining the relationship with current ones. Chewy is a business that puts customer service first, demonstrating their friendliness is paramount. This asset is especially helpful for new shoppers.

Tactics

We started to break down flights and tactics to make sure we created ideas that directly supported our objectives. Our four flights consisted of brand awareness, sales, engagement, and customer retention.

There was a large range for our tactics as we wanted to reach people through digital and in-person communication methods. In our campaign book we explain all of our tactics, but I wanted to include my favorite below.

Media Schedule

We also planned out the timeline for when each media placement would be occurring throughout the campaign. We used a mix of pacing techniques to ensure that each tactic occurred at an effective rate.