PetSmart Charities
Ok so this is where things get really cute. PetSmart Charities was faced with a challenge – most people had never heard of them. In fact, when we started on the account in 2016, brand awareness was at a staggering 1%. After initially creating a social media strategy, I helped leveraged their now-engaged social audience to inspire pet adoption as well as launched several social-first campaigns to drive real results.
Our team created a social media strategy that focused on driving engagement and brand loyalty through the use of heartwarming adoption stories across Facebook, Instagram, Twitter, LinkedIn, and YouTube. In just two years, our engagement numbers increased by over 500%.
A social audit and strategy helped us define exactly who our audience was and helped us know what types of content to test. It didn’t take us long to learn our winning formula (hint: it’s super adorable emotion-invoking photos along with a story to make you cry).
Adopt A Cat Campaign
It turns out cats help lower anxiety. And if you’re tired, watching cat videos actually boosts energy. We leaned into these insights by leveraging user-generated content showing cats, well, being cats.
What isn’t shown here are the hours and hours I spent sitting at my desk, bawling, over these heartwarming adoption stories. It is because of PetSmart Charities that I have, personally, become a huge animal welfare advocate—which led to me adopting my furry best friend, Piper. (Pictured on my “About Me” page)