CHEWY CLAUS HOLIDAY CAMPAIGN

INTEGRATED + SOCIAL MEDIA CAMPAIGN

Holiday is the busiest time of the year in the Pet category. In addition to advertising, Chewy’s goal was to stand out with an ownable “brand act” that enabled pets to experience the magic of the holidays. Our intention was to build on our equity of surprising and delighting customers by creating a WOW moment for as many customers as possible. The Chewy Claus program was a digital experience that invited customers to submit a letter from their pets, asking for anything their furry, feathery or scaly hearts desired, in exchange for a curated gift delivered to their doorstep by Chewy Claus. For every letter submitted, Chewy promised to donate 1 lb. of food to pets in need so their bellies and bowls would be full during the holiday season.

Chewy Claus exceeded all marketing objectives by generating: 70,000 letter submissions (outperforming the initial goal of 5,000 letters), 23.7M impressions, and 143 media placements (reaching 10M+ readers and viewers) across lifestyle, regional, marketing, pet, and news outlets. Most importantly, we fulfilled 5k pet holiday lists and recognized the other 65k letter-writers by donating a total of 80k pounds of pet supplies to Greater Good Charities.