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![If it was on a mid level [shelf] I would probably have picked it up (3).png](https://static.wixstatic.com/media/3c88f3_579c0f1961ba4ad08d660811b64a2ebf~mv2.png/v1/fill/w_480,h_480,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/3c88f3_579c0f1961ba4ad08d660811b64a2ebf~mv2.png)
![If it was on a mid level [shelf] I would probably have picked it up (8).png](https://static.wixstatic.com/media/3c88f3_b7e31e12954c4484bcc5d961a7066af9~mv2.png/v1/fill/w_392,h_392,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/3c88f3_b7e31e12954c4484bcc5d961a7066af9~mv2.png)
An Answer for
Every Pet Question
Chewy wanted to become a trusted resource for the myriad of questions that come with raising a pet.
Through in-depth interviews, we identified that all pet parents just wish their pets could tell them what they need.
Though even if our pets could answer our questions, they wouldn't be very helpful. In leveraging the absurdity of allowing pets to make decisions for themselves, we effectively positioned Chewy's 24/7 expert services as the first, reliable option for pet parents.
As the team lead for this project, my contributions included:
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Conducting in-depth interviews with pet parents
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Developing key audience insights to inform our creative direction
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Outlining narrative for final pitch presentation to live client
More Than a Pet Store
Chewy wanted to become a more holistic destination:
a trusted resource for the myriad of questions that come with raising a pet.
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Our Task:
Build awareness and increase usage of Chewy's 24/7 chat services and resources among pet parents
What Really Matters to Pet Parents
My strategist and I set out to uncover the emotional tension behind the questions that come with raising pets. In leading our primary research I conducted:
10 in-depth interviews within the span of 2 days
With topics covering:
What's the weirdest thing your pet does?
Where do you go first
for pet questions?
How do you feel when you can't get a quick answer?
What questions do you ask about your pet?
We Identified One Recurring Sentiment:
Pet parents wish their pets
could tell them what they need
Our Pets Are Not
Pet Experts
When left to their own devices, they eat what
they shouldn't eat, go where they shouldn't go,
and chew what they shouldn't chew.
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Chewy Is The Rational Expert Our Pets Can't Be
In leveraging the absurdity of allowing pets to make decisions for themselves, we effectively positioned Chewy's 24/7 expert services as the first, reliable option for pet parents.
What If Our Pets Were Answering The Questions
We developed a creative platform called
“Pets Don’t Know Best.” In order to highlight Chewy’s 24/7 chat services, we showed the absurd things that would happen if our pets were the ones in charge.
![If it was on a mid level [shelf] I would probably have picked it up (5).png](https://static.wixstatic.com/media/3c88f3_bf2d7898f016456d8e10def10470e734~mv2.png/v1/fill/w_235,h_248,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/If%20it%20was%20on%20a%20mid%20level%20%5Bshelf%5D%20I%20would%20probably%20have%20picked%20it%20up%20(5).png)
Our social media content was not only entertaining and shareable, but also brought attention to the helpful resources Chewy offers.
Each of our creative executions included Chewy's featured services. In overseeing the transition from strategy to creative, I ensured that each was represented in our final creative output.
Live Video Chat with a Vet
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24/7 Live Chat
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Informational Resources
![If it was on a mid level [shelf] I would probably have picked it up (10).png](https://static.wixstatic.com/media/3c88f3_1e345df9c97c45019cc6390e886654a1~mv2.png/v1/fill/w_268,h_263,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/If%20it%20was%20on%20a%20mid%20level%20%5Bshelf%5D%20I%20would%20probably%20have%20picked%20it%20up%20(10).png)
Positioning Chewy as The Voice of Reason
We moved Chewy from a pet supply shop to a position of authority.
Connecting
Brand Values to
Social Media Success
Our client noted that this campaign worked because it:
Followed Chewy's strategic direction
Could extend to a multi-channel brand campaign
Displayed use cases across different services
