Petbarn

How do you drive traffic and donations (and get tails wagging)?

It’s a jungle out there in pet retailing. With fierce competition from online retailers, Petbarn needed to create a seamless instore and online experience. They challenged True to create a multi-channel integrated campaign for the Christmas period. This meant driving customers instore, engaging them on social and inspiring them to get behind Petbarn’s annual Tree of Hope Appeal.

$3.7 million YoY increase in sales.

Owning happiness.

With the insight that pets bring happiness (and giving also brings happiness), we launched the Happiness Season across 156 Petbarn stores and 178 Greencross Vets. This three month national traffic-driving campaign resulted in Petbarn’s most successful integrated Christmas campaign, a $3.7 million increase in sales year on year and helped to raise over $1 million for the Tree of Hope Appeal ($192,506 increase on previous year).

Happiness Season campaign.

With Team Happiness at the helm (our ambassadors Joy, Love and Hope), we delivered Petbarn’s POS and in-store collateral, anchored with an in-store prize promotion. We created an inspired gift guide, then kicked off a social content calendar that dazzled with daily prize giveaways and innovative traffic-driving posts.

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Photography.

True worked with photographer Andrew Goldie over two days to create themed and textured pages of seasonal pet fashion and gifts. We shot on location in a home that gave us lush summer vibes and allowed for sunset beach walks and backyard feasts. In parallel, we set up a mobile ‘studio’ on location to capture even more. With an eye to social content, we also captured behind the scenes and created stop-motion videos on the shoot.

Gift guide.

The Happiness Season gift guide was 32 pages of seasonal fashion and gift ideas from dog and cat bedding to activewear and toys. Even lizards and stick insects got a look in. True conceptualised, photographed and brought the guide to life, available online and to key influencers.

In-store.

Every gondola end, every Tree of Hope ornament, every impulse bar message… we spread happiness throughout the whole store. We showcased seasonal items, from reindeer ears and Santa hats to premium food. Staff were motivated with their own Happiness Season Mantra too.

Social.

We kicked off our social content calendar with a Happiness Season Giveaway (31 days of prizes counting down to Christmas) and traffic-driving posts that included GIFs, cinemagraphs, stop-motion videos, short form and long form videos, behind the scenes videos and more. Social was also used to drive donations to the Tree of Hope Appeal. Did people engage? They absolutely did, with 41,777 comments and likes, and a total unique reach of over 1.2 million on Facebook and Instagram.