Relax Hooman, There Is A Website Called BeChewy.com!
A new puppy to the family ain’t the most exciting news in life?! My best friend Val has recently welcomed her first puppy into her life- 丸子Wanzi, a Shiba Inu. I am just as excited as her!!!! (I am Wanzi’s godmother, haha).
However, as new pet parents/ god pet parents, many serious things need to be considered. For example, what do I feed my new puppy, what kind of nutrients they need, how can I train them well in this crucial period of age? Val and I have lots of worries and concerns, just like other novice pet parents! So, I started poking around the Internet for answers, and I found this under Chewy.com, their blog- bechewy!
They have all the answers you need to know as a new pet parent, and I was shocked about how comprehensive and organized it can be. Some intriguing contents: The Top 400 Dog & Puppy Names of 2021, Puppy Teething: Symptoms, Solutions and When to Call Your Vet, and most importantly, the answer Val and I tried to find- Puppy Feeding Guide: How Much to Feed a Puppy & More.
Comprehensive and Organized:
Within the article of how much to feed a puppy, the editor embedded a Youtube video, detailed instruction, an infographic, and also a Q & A section to fully illustrate the topic. The content not only solves our questions of how much to feed a puppy but also covers other essential contents that we haven’t even considered yet, such as How to Wean Puppies and When Can a Puppy Eat Adult Dog Food? Chewy thinks a step ahead of their audiences and provides answers. That is awesome; it is like a raising handbook for new pet parents!
While browsing through the blog, I was amazed by how organized the content can be. Puppy is only a small fraction of the whole blog. BeChewy also provides tips for adult and senior dogs and the same format for cats! Besides categorizing it from age, BeChewy also offers tips for other categories such as bewell (about health & nutrition) and begenerous (about shelter/ rescues/ Chewy Gives Back), etc. I will share it immediately with my friends who own pets or are pet enthusiasts.
Those rich contents show how well Chewy understands their targeted audiences:
- Novice pet parents- Chewy provides step-by-step instructions to guide them to raise a new puppy.
- Mature pet parents- Chewy provides exciting and hilarious content such as how to dress your dogs in winter and educational content to take care of your pets on a daily basis.
- Potential pet parents (Like me!)- Potential pet parents might be the largest segment of Chewy’s customers. Even though we don’t have a pet yet, it is ON OUR SCHEDULE. Chewy’s detailed and thorough dog/cat breeds content will help me along the process of choosing a breed. And more meaningfully, if there is trouble, I know where to find help — Chewy!
Overall digital strategy:
Chewy understands clearly what their audiences love to see and what they want to know. Instead of showcasing their products and listing all the advantages, Chewy creates educational and entertaining content for animal lovers. It makes Chewy stand out from other brands.
Considering the unique attributes of different digital channels. On TikTok, Chewy creates short and funny pet videos for their audiences who enjoy watching for relaxation. On Youtube, Chewy focuses on creating longer tutorials to educate pet parents (They call it Chewtorials, how cute it that!). On Instagram, it is photo-driven. They posted interesting pet photos, memes, and regular Q&A section. Finally, their blog includes all forms of content, articles, photos, videos, etc., and it is also a helpful search engine of pet-related information.
Even though the contents across different channels are different, they all convey one united message- We (Chewy)genuinely love and care pets! Selling the products is just a very small portion of their digital content. However, if the content is engaging and helpful for their target audiences, it will naturally attract them and eventually drive sales!
