Find ‘Some Buddy to Love’ on Valentine’s Day in TikTok
Campaign Brief
Chewy is an American online retailer of pet food and other pet-related products based in Dania Beach, Florida.
Last week, Chewy hosted a TikTok live event for Valentine’s Day to help pet lovers find “Some Buddy to Love.” This event was centered on helping people find love from rescue animals by hosting animal show-and-tells, puppy and kitten live streams, and other virtual activities. Chewy had even created “dating profiles” for each of the animals that would make an appearance at the event. They tried to spread love to anyone who was looking for an extra dose of cuteness or to adopt a fur-ever friend.
For each video view during the “Some Buddy to Love” event, Chewy would donate one pound of pet food and supplies to the Peggy Adams Animal Rescue League in West Palm Beach, Florida which is a non-profit animal welfare organization that participates in the Chewy Gives Back network, helping to find loving homes for pets in need.
Not surprisingly, TikTok live event was a huge success and received over 28 thousand likes. Regarding the event, Mita Malhotra the VP of Chewy Health and Shelters said, “At Chewy, we’re passionate about pets and the communities that serve them.” In fact, they did it.
My opinion
The reason why this campaign captures me is that Chewy is always looking for innovative ways to help and spotlight lovable animals. It is clear this ‘Some Buddy to Love’ event did just that.
The pet has their own dating profiles, just like in real life, these pets are putting their best foot forward with adorable profiles that list their essential characteristics and matching photos.
Toby is 5 years old and both an enthusiastic tennis ball fetcher and a serious cuddler.
From my point of view, because I’m also a pet-lover, through this Valentine’s Day event, is not only helping some four-legged friends to find a forever home but also building a fun cultural moment to forge new connections with their TikTok friends. The final goal for Chewy is to spread the love to pet lovers all over the world.
Some insights
Chewy’s “Some Buddy to Love” campaign on Valentine’s Day is an attempt to expand the scope of a holiday that usually centers around romantic love between humans. The purpose-driven campaign aligns with Chewy’s animal-centric identity and is a refreshing, feeling-good way for the online retailer to potentially generate some goodwill among consumers.
Using popular social media platforms, such as TikTok, Chewy promotes its campaign in front of a wide range of millennium audiences who have pets. TikTok plays a crucial role in this process by breaking the geographic limitation, which helps with attracting audiences beyond Florida where the company is located. On one hand, it helps to build up the brand image and recognition of the company. On the other hand, increases the followers of Chewy’s TikTok account to strengthen the foundation for future activities.
“Some Buddy to Love” enhance the brand’s own concentration on their social media platforms. Chewy’s continuously posted funny videos of pets, the brand’s products, and suggestions and tips from specialists after it first appeared on TikTok in December 2020. The TikTok challenge #ChewyChattyPets started by Chewy last year has largely increased the brand’s engagement with its audiences which resulted in 9.1 billion views of the activity. By using Livestream on Valentine’s Day, the company has consolidated its momentum effectively.
Originally published at https://medium.com/@KathyXue on February 26, 2022.
