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.