The PetsRPals campaign is a digital growth strategy built for a modern pet care brand focused on wellness, style, and sustainable shopping habits. This is a campaign that was approved for IBM’s Digital Marketing & Growth Hacking With Gen AI specialization certificate.
Brand Overview
PetsRPals is a US-based pet care brand offering organic food, scent control, wellness-focused grooming products, and stylish accessories for dogs and cats through both e-commerce and boutique retail stores.
The brand appeals to urban millennial and Gen Z pet owners who prioritize health, sustainability, and/or aesthetics for their homes and pets.
PetsRPals Campaign – Marketing Goals
- Drive qualified traffic to the e-commerce website
- Increase brand awareness among urban pet owners ages 22–35
- Improve online sales conversions and customer retention
SMART Marketing Objectives
PetsRPals has informed us of what they would like to see, but they have not given us any goals that can be measured and are non-specific. Our firm is creating a plan with SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives.
STRICT TIMELINE: 90 DAYS, with thorough reviews and optimizations scheduled every 15 days.
AUDIENCE: 22–35 – we will leverage retail locations to attract online customers
FOCUS: Brand awareness and MEASURABLE growth
Goal
GOAL 1: INCREASE BRAND AWARENESS (SOCIAL MEDIA)
Objective: Increase +60% reach, +40% followers
Platforms: Instagram, TikTok, Pinterest
GOAL 2: DRIVE WEBSITE TRAFFIC
Objective: +50% sessions, +35% organic traffic
Platforms: SEO, Google Ads, email marketing, in-store QR codes
GOAL 3: IMPROVE CONVERSIONS & RETENTION
Objective: +20% CVR, +30% email growth
Platforms: CRO, Email, Retargeting
