PetSmart, the nation’s largest pet retailer, had a big problem on their hands—the pet category was growing, but their market share was shrinking. It turns out while people care about their pets, they don’t really care where they shop for their pets. Our challenge was to change all that. While paying the price to know the problem, we uncovered a very passionate and profitable group of shoppers—pet parents. Yes, people who treat their pets as part of the family (sometimes, much better). Based on this insight, we crafted a new brand campaign called “Partners in Pethood” that spoke directly to this neglected group of pet owners. We launched with a series of quirky films and commercials shot by Christopher Guest—the genius behind Best in Show—and immediately, the campaign took off.
In a fully integrated effort, every aspect of our campaign served to show pet parents that PetSmart was a true partner. Instead of your typical brand print ad, we created the first-ever poop bag print ad that ran in People and Entertainment Weekly.
We call it the booking banner because it was a banner ad that allows you to book your PetsHotel stay right from the banner. In partnership with top travel sites like Expedia and KAYAK, we created a banner that would automatically calculate the cost of booking your pet at the nearest PetsHotel based on the dates you entered for your trip. You could then book straight from the banner.