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Pet Supermarket
Strategic social transformation helped this $500M+ pet retailer speak to a new generation.
Transforming Pet Supermarket’s social media landscape with a strategic approach.
Services
Services: Social Media Strategy & Management, Content Development, Community Management, Paid Social Media, Influencer Marketing, Performance Analytics
Overview
Pet Supermarket, a regional retail leader with 225+ locations, 10,000+ curated products, and $500M-$750M annual revenue, faced a digital disconnect despite thriving brick-and-mortar success. Their 1.8 million VIP Rewards members drove 85% of total sales, but social media wasn’t reaching younger, digitally native pet parents. Bigeye conducted comprehensive social media auditing and developed platform-specific strategies for TikTok, Instagram, Facebook, and Pinterest. We pivoted from static imagery to video-first content, established four engagement pillars (Community, Education, Entertainment, Promotions), and launched innovative programs like In-Store Associate Ambassadors. Strategic paid media plans supported e-commerce growth and new store openings, while influencer partnerships expanded reach through authentic nano and micro-influencer collaborations driving measurable community engagement growth.
From Brick-and-Mortar to Digital Native
Comprehensive social audit revealed opportunities to reach Millennial and Gen Z pet parents. Strategic pivot from static posts to dynamic video content expanded audience beyond traditional demographics.
Platform-specific strategies optimized for TikTok, Instagram, Facebook, and Pinterest native behaviors, moving beyond one-size-fits-all approach to maximize engagement and reach potential.
In-Store Associate Ambassadors program leveraged employee passion and knowledge, generating authentic content showcasing special moments across 225+ locations nationwide.
Tiered paid media campaigns supported priority initiatives including new store openings and e-commerce growth, driving measurable traffic and conversion increases.
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