DTC brands are known for their clever, original, and on-trend ads. Read what we can learn from the pet product marketing tactics Chewy.com uses to connect with audiences.
In a few short years, DTC (or D2C) brands have gone from a novelty to an essential part of the lives of most consumers. Emarketer forecasts that DTC sales will account for $17.75 billion of total ecommerce sales in 2020, up 24.3% from the previous year.
Many of the newer DTC brands who have become household names have used highly memorable and creative direct to consumer marketing approaches to gain traction. One such example is Chewy.com, a DTC pet brand. Let’s take a closer look at how Chewy.com advertises, and what we can learn from their pet product marketing approach.
Using a Savvy DTC Ad Strategy to Build Market Share
This Chewy.com ad cleverly targets the new parent demographic. One of the primary benefits of Chewy’s direct to consumer marketing model is convenience — it delivers toys, chews, food, and treats directly to a consumer’s home, in a box.
For new parents, saving a trip to the local brick and mortar pet store is a significant draw. Chewy’s ad shows how its service can ease the burden of new parenthood, often one of life’s most overwhelming experiences.
Chewy’s ad is smart for another reason: It targets a large and growing demographic. Pets are often regarded as “training babies” by millennials, who are delaying the rituals and milestones of adulthood longer than earlier generations. Because younger people humanize their pets and treat them as family members, they are more willing to pay for premium products and services. Focusing on the “new parents with a dog” market is a smart move for Chewy.com, given their passion and willingness to spend.
Chewy’s ads also make an economic case familiar to DTC or D2C brands. This ad stresses that all the products offered by Chewy are not only cheaper than those found in a brick and mortar retailer, they also come with free shipping.
It’s a powerful ad because today’s “pet parents” want to do more for their animals, but they may be constrained by lack of income (a particular problem for younger pet parents). Chewy’s ad maintains that it’s possible to buy the best for your animal by opting for their low overhead DTC model.
Chewy.com also released ads focusing on the ease of the delivery and exciting experience of “unboxing” a collection of dog food, treats and toys; an ad showing how Chewy.com customer service reps can assist with helping find food for dogs and cats who are “picky eaters”; and ads that feature specific owners and their dogs, all enjoying Chewy.com boxes.
All of the ads are upbeat, brief and colorful and feature lots of testimonials and images of happy pets. Additionally, all of the company’s pet product marketing messages highlight at least one aspect of Chewy.com DTC value proposition: Cheaper products, easy delivery, the boxing experience, etc.
Experience-based Advertising and Pet Product Marketing, Chewy-style
Chewy operates on the premise that consumers only share two types of experiences online: Great ones and terrible ones. So Chewy, obviously, strives to generate the former.
The company has drawn notice for sending flowers and condolences to a customer who called to cancel an order after a pet’s unexpected death. The customer was stunned and appreciative and later shared the story on social media.
Chewy is also known for sending handwritten notes addressed directly to its customers’ pets — a whimsical touch that plays extremely well in an era when most of us humanize our animals.
The Takeaway for Pet Product Marketing
DTC brands seeking to build awareness, attract new audiences, and engage with their existing customers would do well to consider Chewy’s direct to consumer marketing, DTC advertising, and customer service model.
Chewy’s ads are not high concept; instead, they hammer home the core value proposition of the company’s DTC model and show plenty of happy and excited pets.
At Bigeye, we have the experience and expertise to create top drawer DTC ad campaigns such as those created by Chewy.com. Contact us today for more information about how we can help you reach your goals.