Amazon Pets Celebrates Adopt a Shelter Dog Month
Objective
Community is a main pillar in the Amazon Pets vision statement. However, our campaigns and roadmaps seemed fragmented from our customers and the pet community. I was tasked with solving how Amazon Pets should be involved with the community, but more importantly create customers trust and positive brand sentiment for Amazon Pets.
Goals
The goals of this event were to introduce Amazon Pets to the pet charity community, establish a presence within local pet communities, and create a unified online and offline experience for customers.
Process
Taking a look at pet ownership journeys, the moment where an owner first gets their pet is one of the most impactful moments for pet owners. I wanted to celebrate that moment as well as introduce Amazon Pets as being a partner with pet owners in that moment, creating an affinity for Amazon Pets as they consider their pets’ needs.
Digging into who the owners are, a large majority of owners look into pet adoption. The adoption space provided opportunity to partner with charities while also amplifying the good work and messages that many pet charities are working towards.
October was already Adopt a Shelter Dog Month, so in that timeframe, I wanted to create an event that celebrated adoption and the stories of adopted dogs. Throughout the month, we partnered with 20 pet charities throughout the US as well as AmazonSmile, had 60 Treasure Truck sampling activations and 3 large scale Treasure Truck “Pup-Fest”.
Results
Adopt a Shelter Dog Month consisted on both an online storefront celebrating the event and telling adoption success stories, and physical Pup-Fest adoption events with Amazon Treasure Truck.
Amazon Pets Adopt a Shelter Month event homepage
Internal Amazon.com marketing placements were turned on for the event. To reach external customers, we partnered with pet charities to also post about the online event experience and physical event experience.
Shelter dog spotlight traffic driver on Amazon.com Homepage
“Adopt a Shelter Dog Month” was a success based off the relationships with shelters that were formed, Treasure Truck activations, and storefront traffic. There were approximately 1.6K people in attendance for the Treasure Truck activations, we secured 442M external media impressions reaching over 8.4 unique media viewers, and brought in vendors to also enhance the experience. The response from the community as well as shelters surpassed expectations with the community spending an average of 1.5 hours at the physical events, shelters wanting to participate with Amazon Pets in the future, and event storefront traffic reaching XCM event storefront level traffic at peak.
The physical event highlight reel can be seen below.
Treasure Truck | Pupfest San Diego from Treasure Truck on Vimeo.
