Pets at Home, the UK’s largest pet retailer, and Carat Manchester devised a campaign that brought the brand proposition to life by putting pets and owners front and centre.
Faced with declining awareness, Pets at Home wanted to encourage people to love the brand. So, in collaboration with their agency partners, they asked the nation to share their favourite pet moments by using the hashtag #mypetmoments and sending in videos and photos. This material was then used to create an emotionally charged TV commercial that reached into the homes and hearts of the nation.
The campaign was extended through a partnership with ITV featuring the sponsorship of ITV1’s ‘For the Love of Dogs’ and then enhanced by broadcaster VOD, digital video, an online interactive mosaic of entries, and Pet Premieres in flagship stores. In addition, a talent and licensing agreement with Paul O’Grady enabled Pets At Home to utilise Paul in other marketing collateral.
The power of emotion
1.2 million people engaged with content across the campaign and the number of people saying the campaign made them love Pets at Home shot up by 68%, a giant step towards the business goal of being “the UK’s most loved pet brand”. Also, although the campaign featured no products, it delivered twice as many sales as previous campaigns, with like-for-like sales increasing by 5.55% with a 31% increase in positive sentiment for the brand.
While the synergy between brand and show is obvious, it’s the talent agreement with Paul O’Grady and the in-store activity that elevated this sponsorship.
Bhavit Chandrani, ITV Controller of Sponsorship Sales