Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
BuzzFeed and Petco educated pet parents on the crucial role nutrition plays in helping maintain their furry friends' health and wellness. Together we demonstrated Petco's commitment to better pet nutrition standards via high-impact custom video, quiz content and an experiential pop-up. The campaign led to increased intent among pet parents to purchase nutritious brands offered at Petco and elevated foot traffic to Petco stores.
Consumer insight
Pet parents prioritize their pets' overall happiness and health, splurging on their pets above themselves.
Marketing challenge
In May 2019, Petco...