Building our #petsupermarketpack
Client: Pet Supermarket | Year: 2021-2024
Pet Supermarket is the country’s 5th largest pet retailer, but was trailing the competition when it came to awareness, brand engagement and share of wallet.
Using social listening, we understood the gap in brand mentions between Pet Supermarket and it’s competitors and set out to increase the brands visibility in the social space to drive new first-time shoppers.
HOW WE DID IT:
Reinvigorated content strategy that emphasized growth on new channels favored among millennials and GenZ pet owners.
Built #PetSupermarketPack - a multi-tiered brand fan program to amplify brand love across social: (1) A handful of qualified “petfluencers” served as year-long brand ambassadors for key campaigns, (2) local social leads (employees) generated additional content via location social pages (3) surprise and delight gifting campaigns incentivizing real brand fans to fuel posting.
Strategic paid social ads leveraged our content engine to drive foot traffic to brick and mortar locations, while supporting the e-comm ecosystem with proveable ROI.
THE IMPACT:
93M Impressions in 2024. Impressions for the term “Pet Supermarket” and related mentions sky rocketed on social with an over 400% increase in social impressions from 2021-2024.
1.49M Engagements in 2024. Users were more engaged with the new content with a 165% increase in social engagements.
158,179 Followers in 2024. That’s a 9% growth in total audience size across priority channels Facebook, Instagram, and TikTok.
$314,019 in attributed revenue in 2024 via Meta Ads. A 9,000% increase from 2021.
SOCIAL CONTENT: BEFORE and after
The previous approach (left) often relied heavily on static graphics and generic imagery that wasn’t resonating with the consumer or highlighting the brand’s unique neighborhood aspects. The revamped content (middle and right) focused on increasing short-form video production to drive reach amongst non-followers and drew on the authentic elements of the brand, such as the in-store experience and highlighting the passionate and knowledgeable associates that the brand’s customers rave about online.
