Gold
2023 Best Consumer Donation Initiative
PetSmart + PetSmart Charities 10 Millionth Adoption Supported By Pet Parents - PetSmart & PetSmart Charities
PetSmart believes that pets make us better people, and works with PetSmart Charities and a network of animal welfare organizations to bring adoption events to their stores and encourage PetSmart shoppers to make donations at the register to support pet adoption. In 2022, the partnership achieved a historic milestone of 10 million pets adopted through partners at PetSmart stores. That 10 millionth adoption created an opportunity to raise awareness of the program.
OBJECTIVE
The campaign sought to
- Increase awareness of PetSmart Charities mission and drive a 10 percent increase in website traffic to PetSmart Charities’ website.
- Drive more pet adoptions leading into “kitten season,” when the need to find homes for newborn kittens spikes between spring and summer.
- Leverage social media to expand reach and awareness of the 10 millionth adoption milestone, encouraging others to share stories about their adopted pets.
METHOD
The PetSmart/PetSmart Charities pin pad program was highlighted in content related to the 10 millionth adoption such as:
- A segment on The Kelly Clarkson Show in which the president of PetSmart Charities surprised the De La Rosa family, letting them know they were the official 10 millionth pet adoption from PetSmart. The show airs nationally to consumers who over-index for pet ownership, making it an ideal choice to share the big news and highlight pin pad program.
- An earned feature story in People, which reaches more than 400 million pet-owning consumers, highlighting the De La Rosa family.
- Outreach to pet influencers to celebrate this historic milestone with their online audiences with festive “bark-cuterie” or “meow-cuterie” boxes filled with party hats and confetti. Followers were encouraged to consider adopting a pet or donating to PetSmart Charities.
- A TikTok challenge and #10MillionAdoptions to expand social reach and encourage others to celebrate the adoption milestone with their own pet adoption stories; Content creators participated in a “Who Rescued Who” challenge sharing their adoption stories and encouraging others to do the same with the hopes of inspiring more adoptions.
- Organic and paid social media content from PetSmart Charities’ channels highlighting the impact of donations and adoptions on pets looking for forever families.
- Email distribution to PetSmart’s Treats Loyalty members.
- In-store signage championing the 10 millionth adoption, an internal campaign to celebrate associates’ roles in reaching the milestone and a celebratory event at PetSmart’s headquarters.
RESULTS
The adoption milestone helped to increase the awareness of the partnership, raising $41.8 million in contributions that led to:
- more than 14 million pounds of donated food.
- more than 300,000 adoptions.
- more than $15 million to create accessible and affordable systems of vet care.
- advancing the mission of PetSmart Charities.
In addition: traffic to the PetSmart charities website increased by 16 percent. There was a 10 percent increase in pet adoptions, a TikTok hashtag challenge had unique reach of 80.4 million and 2.4 billion video views. 1.6 million videos were created specifically about #10millionadoptions
In addition: traffic to the PetSmart charities website increased by 16 percent. There was a 10 percent increase in pet adoptions, a TikTok hashtag challenge had unique reach of 80.4 million and 2.4 billion video views. 1.6 million videos were created specifically about #10millionadoptions.
CAMPAIGN GALLERY
