In pursuit of breaking new ground for Chewy, authentically connect with a new generation of pet parents and drive brand affinity and engagement my team launched the #ChewyChattyPets Hashtag Challenge. For National Dog Day - and in a celebration of all pets - we introduced our digital-first campaign with a TikTok Hashtag Challenge asking pet parents to bring their pets’ most entertaining inner monologues to life. The campaign builds on the channel trend of sharing quirky and relatable pet moments (PetTok).
Goals:
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, we garnered 578+ user submissions (amassing 695M+ video views), which quickly affirmed our hypothesis that PetTok is a space that is genuine and true to Chewy’s core business values. We saw a benchmark-breaking engagement rate across content - and increased our followers after the Challenge flighted. Beyond exceeding TikTok benchmarks for the Challenge, we saw overwhelmingly positive Brand Lift Study results (powered by Kantar) within Familiarity, Purchase Intent, Ad Recall, and Awareness. We saw a significant lift in Purchase Intent in particular, signaling to us that future campaigns & TikTok Challenges should integrate product assortments.