Petco Live Shopping & Social Commerce
BRAND: Petco
AGENCY: Blue Hour Studios & Horizon Media
ROLE: Director of Strategy
DATE: 2021
Petco Holiday Special
We reinvigorated the beloved holiday variety show tradition with the first show made for – and by – pet parents, along with ongoing social content. Fully shoppable, shareable, and pet-adoptable, featuring giveaways with our hosts Sarah Hyland and Wells Adams.
(December 2021)
The Perfect Fit
A shoppable and pet-adoptable live fashion show was hosted by Arielle Vandenberg, featuring the latest styles from Petco’s Youly and Reddy in-house brands — all modeled by adoptable dogs from Petco Love’s partner shelter LA Animal Services, the event achieved first-mover status for Petco.
(April 2021)
OVERVIEW:
Facebook Live Shopping was a new medium that Petco was eager to test, and they were looking for the right creative strategy, concept, production elements, and mix of paid, organic, and influencer support to create entertaining content for consumers, while driving a high ROI.
In response, our teams at Blue Hour Studios and Horizon Media developed three Facebook Live shopping events and surrounding campaigns for Petco throughout 2021 — all rooted in pet parent insight, brand truth, and emerging platform expertise.
Petco Field Day
Aligning with timing of the 2021 Tokyo Olympics, Petco Field Day was hosted by gymnast Gabby Douglas and featured pet-fluencer Doug the Pug. The campaign inspired pet parents to unlock their pets' exercise and play potential, building healthy habits for life through a shoppable livestream and ongoing social content series.
(July 2021)
PRESS & AWARDS
Modern Retail Awards // Best Use of Social Media for Commerce: Horizon Media & Petco
Harvard Business Review // Selling on TikTok and Taobao
The event, which lasted just 22 minutes, drew 200,000 live viewers; six months later, nearly 1 million people had watched clips from the show. Sales from the event were twice the cost of producing it; engagement was 2.6 times higher than organizers had expected; and all seven models (provided by a rescue shelter) were adopted afterward. The doggy fashion show was Petco’s first foray into livestream commerce but not its last…
AdWeek // Petco Let the Dogs Out for Facebook Live
Modern Retail // With its pet fashion show, Petco is testing Facebook Live for video commerce
CNBC // U.S. retailers scramble to crack the code on livestream shopping events
