Petco: Holiday Wishes

BUSINESS CHALLENGE
Petco's fiscal year revenue and profitability was close to projected targets for the year. However, the holiday time period is the key selling season, even for a pet retailer. To ensure Petco finished their fiscal year strong, without having to "over discount" in January, the pressure was on for the holiday season.

Petco's budget was smaller than most retailers, and to demonstrate to their in-store teams and key stakeholders they would be entering the year strong, they wanted to make a strong customer impact. This was key, as the company was reviewing becoming publicly traded again.

CUSTOMER SITUATION
In the U.S., 70% of households have pets, with any families considering them family members. Often, dogs and cats are rescue animals versus from breeders.
As such, many families incorporate pets into their celebration and will get their pets presents and special food treats.

THE IDEA
• Shift messaging from straight price/item to warm the hearts of pet parents. Petco Holiday Wishes.
• Use innovative technology and media buying techniques to guerilla market the customers on Black Friday.
• Expand in-store events to tie into the campaign.
• Campaign Highlights
• Long-form video of Petco Holiday Wishes, kicked off in the top 5 Petco markets in theaters.
• Mobile ads tied to theaters as well as geo-targeted in Petco top 25 markets around PetSmart, and several other retailers offering pet products for the holiday.
Layered messaging offers an on-going calendar of fresh reasons to go to Petco:
• Buy a gift for your pet, and donate one to an animal in need; this included toys of the characters in the Holiday Wishes video.
• Black Friday weekend offers, Cyber Monday, Caturday deals, Handsome Holiday Grooming and more.
• In-store events including Pictures with Santa and Petco Foundation extra adoption events
• Utilized Samba TV to guerilla market Petco messages in the Macy's Day Thanksgiving Parade, NFL Games, and
• Holiday Movies all weekend along.
• Purchased DRTV on targeted cable networks to expand message in holiday-themed programming.
• Blanketed owned and paid social media with ads, content, and opportunities for customers to engage with
• Petco and each other. Incorporated messaging into website and email campaigns.
• Programmatic digital provided cost effective way to continuously reach and expand our audience with price and promotional messaging.

THE RESULT
Petco's holiday time period outperformed it's projected goal by 7%, allowing it to get back on track for the fiscal year, and maintain initial January promotional schedule.