chewy

Target pet parents’ sense of empathy to have them rethink who they turn to for answers to their pet questions.

The mission

Where we were coming from

Their live chat was a feature they heavily emphasized. It’s a defining feature that set them apart from their competition, but many of their consumers didn’t even know it existed. It was a perfect gateway into their ecosystem.

The method to our madness

We scanned psychological studies to learn more about pet parent behaviors and their close bonds with their pets.

We created user personas to differentiate pet parent attitudes and behaviors so we could tailor our campaign accordingly.

We watched hours of funny pet and pet parent videos that helped us discover a deeper emotional truth.

83%

of millenials and gen z say they view their pets as children

“Anthropomorphism rules because any other interpretation of the animal’s behavior—any suggestion that the pet might be motivated by other than human feelings and desires—instantly would devalue these relationships and place them on a more superficial and less rewarding footing

James A. Surpell

The pet parent spectrum

The new parent

  • Overwhelmed, anxious, highly information-hungry

  • Defaulting to Google, social media, group chats

  • Afraid of missing signs or making irreversible mistakes

The passive parent

  • Already uses Chewy for autoship/necessities

  • Doesn’t explore features unless routine breaks

  • Values efficiency and convenience

The seasoned parent

  • Experienced, routine-driven, proud of their instincts

  • Hesitant to ask for help unless uncertainty crosses a threshold

  • Doubt is quiet, not panicked

“Younger owners and owners who are more attached to their pet made more use of the internet to find information regarding companion animal health and veterinary treatments”

PubMed

If pets are perceived as family members, publicizing their medical or behavioral issues creates ethical tension.

So, what’s the hold up?

Pet parents are turning to public spaces for guidance, like online forums and group chats, for their pet concerns even though they aren’t very reliable.

And, basically…

Although it comes from a place of care, turning to these forums exposes their pets.

We would show that by turning to these online forums, you’re actually embarrassing to your pet. If you wouldn’t want your information out there like that, why put your loved one on blast?

The Finesse

A pet privacy PSA to shine a light on our pets’ perspectives when we put their business online.

The Follow-through

Social

Apps

Bow-WOW moment

Alyssa’s Reflection Corner

The week-long time crunch on this project showed me how capable I was of making diamonds under pressure. In all honesty, I got really fixated on a TikTok I saw about pet parents talking to their pets like they’re human (hilarious because that’s literally me), yet it somehow guided me to this insight that was kind of ridiculous but resonated with people. So much so, it got a shoutout from the client, so although we may not have won the sprint, it was a HUGE dub for my fellow strat and me.

Shoutout to the team

ST: Cai Strachan

XD: Gabby Reed-Carlock

CW: Moss Davis

CW: Carson Brooke

AD: Kristina Murray

CBM: Cecil Parham