Where do my charitable donations really go? Does my dollar here and there even make a difference? PetSmart Charities set out to answer all the above and change the obligatory, “Yeah sure,” at check-out into something intentional and rewarding. The result is an edu-taining, integrated, creative campaign built around one idea: everything that PetSmart Charities does wouldn’t be possible without you—yes, you.
The creative campaign accomplished two things:
1. Thanked donors for their contributions no matter the size
2. Highlighted the amazing programs those donations fund like emergency services, pet therapy programs, and accessible veterinary care
Our content studio team captured feel-good, adorable moments that visualize how PetSmart Charities turns dollars into impact and donors into sponsors. The video is made complete with Yoko Ono’s quirky and lovable track titled “Yes, I’m Your Angel.”
With national broadcast, digital and social placements, and in-store touch points for all PetSmart stores in North America, we showed even more ways PetSmart Charities impacts the lives of pets and the people who love them.
We knew people and pets were a formula for success, but the Sponsored By You integrated marketing campaign outperformed every expectation. 9 out of 10 customers said they were more likely to donate after seeing the ad—and that’s just the beginning.
Together with a creative campaign, we reminded our northern neighbors of Florida’s hidden gems, and reversed a decline in Sunshine State tourism.