Petco x BuzzFeed
Nutrition Campaign
Petco was looking to create an emotional connection with pet owners, highlighting the value of Petco’s nutritional promise and driving consideration of Petco’s seven VIP brands. I put together a winning integrated media strategy that secured Petco’s first spend with BuzzFeed in six years, beating out 15+ prospective media partners.
Our pitch demonstrated not just BuzzFeed’s resonance & reach with pet owners, but an ability to move customers down the funnel. In other words — combining everything BuzzFeed knew about making great pet content and putting it to work for Petco’s KPIs.
I planned five core creative tactics: IRL, Posts, Shortform Social, Asset Distribution and Hero Video — all working together to ladder back to three core goals of attention, consideration, and purchase intent, while also equally incorporating all seven Petco VIP brands. The result was an engaging, immensely fun campaign with a "wellness message at its core.
Key Stats
2.5M+ content views, 30M+ impressions
$260k in added value media
8% uplift in purchase intent
16,000 event attendees across four days
Content drove a 57% lift in store visitation
Creative Credits: Alison Pringle, Clark McCaskill, Dan Blauschild, Kevin Valente, Lyla Ribot
