I’ve identified our two key audiences and they each live very different lives. I need to learn more about them in order to target them efficiently with a strategy and content that is relevant to them.
I used ChatGPT to create my initial customer personas. However, you can also use HubSpot’s HubSpot’s Make My Persona AI. After initially having the personas created I researched deeper into the audiences. Eventually throughout this campaign I’d end up asking more questions like what their likely gender was, if they were single or in relationships, etc.
persona 1:
elizabeth harper
Pets: 7-year-old cat named Leo; 3 year old cat named Felix
Location: Portland, Oregon
Job & Income: UX Designer, $78,000/year
Age: 29
Pain Points
- Concerned about artificial ingredients
- Small living space & “cat smell”
- Cat has mild digestive sensitivity
- Wants aesthetically pleasing products
- Overwhelmed by low-quality online options
Digital Behaviors
- Shops online and reads reviews thoroughly
- Typical online shopping experiences: Etsy, Wayfair, Target, Chewie, Jerry’s Artarama
- Subscribes to wellness newsletters
- Mostly follows brands on social media
- Searches for organic and eco-friendly pet products
- Saves items on Pinterest before purchasing
Other Interests: Fitness, weekend travel, craft beer, tech gadgets, outdoor activities, (hiking, camping, fishing, etc.)
Preferred Platforms: TikTok, Instagram, YouTube, Reddit
Preferred Content: Short-form video, product demos, UGC, humor
persona 2:
ezra thompson
Pet: 3-year-old Beagle named Chalupa
Location: Austin, Texas
Job & Income: Marketing Coordinator, $62,000/year
Age: 24
Pain Points
- Dog chews through cheap dog toys quickly
- Difficulty finding acceptable outdoor gear that is stylish, affordable AND durable
- Dog has sensitive skin and allergies; strong “doggy” smell
- Budget-conscious but values quality
- Dog is destructive when bored and suffers separation anxiety
Digital Behaviors
- Heavy Instagram and TikTok user
- Watches short-form dog training videos
- Watches how-to videos
- Clicks influencer recommendations
- Makes impulsive mobile purchases
- Videos, blogs and Reddit articles with DIY projects
- Online shopping sources are Walmart, Amazon, PetSmart, REI; TikTok Shop
Other Interests: Fitness, weekend travel, craft beer, tech gadgets, outdoor activities, (hiking, camping, fishing, etc.)
Preferred Platforms: TikTok, Instagram, YouTube, Reddit
Preferred Content: Short-form video, product demos, UGC, humor
Recommended Marketing Channels
- Instagram (Organic + Paid): Visual storytelling, UGC, product tagging, and retargeting ads to build awareness and drive conversions.
- TikTok (Organic + Paid): Short-form videos to engage younger audiences and showcase product durability and wellness stories.
- Pinterest – specifically targeting our cat-owner audience.
- SEO + Blog Content: Educational articles targeting organic search intent to drive long-term traffic.
- Email Marketing: Segmented automation campaigns for retention, abandoned cart recovery, and loyalty building.
- Google Search Ads + Retargeting: Capture high-intent buyers and convert website visitors who did not initially purchase.
