Summary
Consumer insight: The love pet parents feel goes beyond their pets: they want to give back to all pets during the holidays.
Marketing challenge: Gain cultural relevance and position Petco as the place to purchase pet gifts during the 2018 holiday season despite a crowding landscape invaded by convenience retail.
Methodology: Competitive mass/grocery market analysis, focus group interviews, historical sales analysis
Creative: "Holiday Tails" was a fully-integrated campaign that spanned all paid and owned channels. Core to the campaign was a highly evocative stop-motion film (our holiday "tail") called "Saving Up" that celebrates...