A once male dominant field, the pet health industry is one that’s embracing the IWD mission. Chewy highlighted veterinarians who’ve blazed their own trails and changed the future for pets and people alike.
The first woman CEO of the American Veterinary Medical Association (AVMA), the creator of guidelines for humane treatment of shelter pets — Chewy interviewed and celebrated these veterinarians through heroic, compelling creative. Content was deployed through Chewy’s social media and editorial channels, the NAVC newsletter, and influential professionals’ channels commending Chewy’s take on the conversation.
We at Chewy are Joymakers. We bring joy to pet parents by providing them with products they love, information they need and stories that keep them smiling. During Holiday 2019, we featured Joymaker stories ranging from homegrown to local heros, and our pet community members.
THE INSIGHT: Social is moving to a more positively connected space. “Marketing is essentially the art of making people care. People care when they see themselves reflected in the product or movement. It has to be about them. It has to feel personal.”
In a season of offer-based marketing flooding social channels, social was able to deliver a content campaign that positioned the brand as empathetic and joyful - and delivered these messages in powerful, consistent creative. Staying true to our objective of spreading holiday cheer and joy.
We featured folks from all ranges of Chewy responsibilities — In house designers, fulfillment, and even customer service — showcasing that we’re bringing the joy from start to finish. The creative was concepted to be striking, empowering and captivating with a millennial audience in mind.
However, we recognized that Joymakers go beyond Chewy employees, and we wanted to highlight community members making contributions in the name of pets. From The Kitten Lady advocating for orphaned cats, to a surf dog healing veterans and children with special needs.
Launched in March 2019, Chewy’s Vet Q&A encourages pet parents to socially submit their burning pet health & wellness questions. We start by identifying topic areas – sometimes more nascent, like pet diet trends, or evergreen, like heartworm prevention. Those topics are then shared through Instagram Stories to curate Chewy customers’ exact pet wellness questions.
We then connect with veterinarians to answer our customers’ questions in video formats designed specifically for our social media ecosystem – vertical Stories, IGTV, :15 and :30 cutdowns, and long-form for YouTube. The video series currently includes, Dr. Ben Carter providing recommendations on healthy heart supplements, diets, and exercises that are easy for pet parents to do right at home. Dr. Taylor Marchman answered common questions about pet vaccines and the importance of pet immunization. Finally, Dr. Flavia Tompkins shared her expertise on the best supplements for joint pain and joint health, and how to deal with itchy or dry skin and paws.
Together with HelloFresh, we took their most popular dinner recipe and remixed it into a vet-approved dog treat in celebration of National Dog Day. The meal and treat are prepared simultaneously so pup and pet parent have more time to kick it.
THE INSIGHT: Pets’ plates look more and more like our own.
The fastest growing searches in pet food year-over-year on social include, a 747% increase in ‘homemade dog food recipes’, and 783% increase in ‘healthy dog treats’.
Step into the FnV Era