Pet Marketing: Resources

How has the subscription economy evolved, both from a consumer and a brand perspective? This issue of ASK Answers can help guide your team's subscription strategy.

Despite stubbornly high inflation, pet owners haven't slowed down their purchasing. In 2022, American pet owners spent $136.8 billion on their pets, an approximate 10.7 percent increase from the previous year, according to Forbes. What's more, 68 percent of consumers spent more on pet products in February 2023 compared to January 2022, even as they cut back on other items.

Rachel Ferrigno, senior manager of content marketing and SEO at Zoetis, shared examples of research-driven content marketing campaigns she’s created, the results of those campaigns, and ideas to recreate at your own company.

The ‘90s heartthrob and former *NSYNC member JC Chasez partnered with Meow Mix to record a “purr-fect” remix of the brand’s iconic jingle. Launched during America’s Got Talent, Meow Mix’s TV commercial featured the Tabby 5, a cat boy band fronted by Chasez.

Dechra’s Pharmaceuticals created a campaign that targeted veterinarians and dog owners to help them understand Cushing’s syndrome — an often-undiagnosed, lifelong illness in dogs — and how to treat it using Dechra’s Vetoryl.

Dogtopia enabled franchisees to deploy, fund and measure their own lead-generation campaigns within a common branding and messaging approach.

La Societé Protectrice des Animaux (La SPA) spread the word about the need to adopt animals from overcrowded shelters in France through an integration with the popular video game Stray.

Ultima transformed LED panels on the sidelines of a Serie A soccer match to create an immersive experience of a small dog chasing a ball, captivating both live and television audiences, while emphasizing the significance of tailored nutrition for small dogs.

The English philosopher Bernard Williams is said to have remarked that “there is no psychiatrist in the world like a puppy licking your face.” The observation pithily captures how much pets contribute to our flourishing as humans.

Pet food brand Ultima capitalized on in-stadium LED screens to engage soccer fans.

Best Friends Animal Society strove to promote pet adoption among Hispanics.

In this video, Kia proclaimed that consumers are looking for more than just a transaction with brands; they’re looking to connect with the purpose that reflects the brand’s innate truth, manifested in actions. To illustrate its work to live its own purpose, Kia described its efforts to assist pets in need of adoption.

At an August 2022 ANA members-only conference, Kia proclaimed that consumers are looking for more than just a transaction with brands; they’re looking to connect with the purpose that reflects the brand’s innate truth, manifested in actions. To illustrate its work to live its own purpose, Kia described its efforts to assist pets in need of adoption.

The New York Islanders wanted to take its relationship with the Guide Dog Foundation to a higher level, so the National Hockey League team created Puppies with a Purpose. The program, now in its third year, provides funding and training for puppies that are eventually partnered with people who are blind or visually impaired. Throughout the training process the pups get to mingle with fans at games and community-related events, which is crucial for the development of guide dogs.

Representatives from Petco and Horizon Media explained how the pet health and wellness company became a first-mover and innovator with a test-and-learn mindset in the livestream shopping space.

Subaru shared its efforts to appeal to the hearts of consumers with content themed around the love of the earth and love of pets.

In this video, learn how pet food company Canidae turned a disconnected house of brands into a branded house driven by purpose.

Pet food company Canidae turned a disconnected house of brands into a branded house driven by purpose.

In this video, learn how pet food company Canidae turned a disconnected house of brands into a branded house driven by purpose.