PetSmart
Content Strategy for Petsmart: Training People to Be Better Humans
ROLE
Brand Strategy Director
SERVICES
• Content Strategy
• Social Media Strategy
CREATIVE AGENCY PARTNER
Deutsch LA
Brand Strategy Director
SERVICES
• Content Strategy
• Social Media Strategy
CREATIVE AGENCY PARTNER
Deutsch LA
PetSmart needed to unifiy their brand strategy to align with their content and product offerings. I was asked to developed a comprehensive internal and external brand strategy overhaul, aimed at unifying the brand vision and informing all aspects of the business. This created an audience-first content approach, and revamped the operational workflows for improved efficiency and effectiveness.
APPROACH
My approach was to first map out the information architecture of PetSmart’s content strategy. I then led a comprehensive consumer and market research initiative for PetSmart, focusing on expanding cultural and audience insights through four distinct mindsets.
This reserach mapped millennial values, emphasizing the importance of branding as an active interaction between brands and consumers, and explored how these values influence their relationships with brands like PetSmart. Inthe course of my research for PetSmart, I identified whitespace in content by examining the different triggers that influence consumer behavior. By focusing on underexplored areas such as parks, training, and pet care, I recognized the potential for growth in these segments.
I then developed new briefs by shifting from a mindset-driven approach, based on business and programmatic media logic, to an organizing logic that incorporates cultural, social, and economic insights. This new framework maps our products to our customer’s need states and purchase behaviors, providing a more expressive range for our products and services.
This reserach mapped millennial values, emphasizing the importance of branding as an active interaction between brands and consumers, and explored how these values influence their relationships with brands like PetSmart. Inthe course of my research for PetSmart, I identified whitespace in content by examining the different triggers that influence consumer behavior. By focusing on underexplored areas such as parks, training, and pet care, I recognized the potential for growth in these segments.
I then developed new briefs by shifting from a mindset-driven approach, based on business and programmatic media logic, to an organizing logic that incorporates cultural, social, and economic insights. This new framework maps our products to our customer’s need states and purchase behaviors, providing a more expressive range for our products and services.
RESULT
— Conducted a comprehensive internal and external brand strategy for PetSmart, harmonizing teams towards a unified brand vision and informing all aspects of the business from the inside out.
— Pioneered a cross-functional collaboration model, aligning Strategy, UX, Creative, Copy, Account, and Production teams to work in lock-step, grounding all efforts in market realities and cost-effectiveness.
— Crafted a multidimensional brand expression framework, encompassing symbols, signals, habits, and behaviors to build compounding value and move beyond trend-chasing and recency bias.
— Spearheaded an innovative content approach that bridges organic and paid efforts, shifting from derivative formats to culturally relevant, audience-insight led approaches that define the brand's role in culture.
— Revamped operational workflows by instituting insight-driven quarterly planning, eliminating silos, and shifting focus from product-centric to audience-first content creation.
— Designed and implemented a learning agenda with clear benchmarks and hypotheses, moving away from outdated personas and marketing calendars to create a more dynamic and responsive marketing approach.
— Pet Smart’s Training channel was the best performing content on all of Pet Smart channel.
— Pioneered a cross-functional collaboration model, aligning Strategy, UX, Creative, Copy, Account, and Production teams to work in lock-step, grounding all efforts in market realities and cost-effectiveness.
— Crafted a multidimensional brand expression framework, encompassing symbols, signals, habits, and behaviors to build compounding value and move beyond trend-chasing and recency bias.
— Spearheaded an innovative content approach that bridges organic and paid efforts, shifting from derivative formats to culturally relevant, audience-insight led approaches that define the brand's role in culture.
— Revamped operational workflows by instituting insight-driven quarterly planning, eliminating silos, and shifting focus from product-centric to audience-first content creation.
— Designed and implemented a learning agenda with clear benchmarks and hypotheses, moving away from outdated personas and marketing calendars to create a more dynamic and responsive marketing approach.
— Pet Smart’s Training channel was the best performing content on all of Pet Smart channel.
