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To be brief
[ OBJECTIVE ]
Use social media to show how Chewy has answers for all pet questions. Direct people to use the 24/7 Live Vet Chat, informative articles on PetMd, and the pet pharmacy.
[ TARGET ]
Pet parents looking for advice. While pets use sounds and body language, it’s not always clear what they mean, leaving parents unsure if they’re interpreting the right message.
[ PROBLEM ]
Chewy is known for pets and toys not expert advice.
[ INSIGHT ]
When seeking advice, people want more than answers; they want belonging and reassurance that they're doing the right thing.
[ STRATEGY ]
Participate first, prescribe later.
Interesting methods
Scoured reddit hard for any critiques about Chewy [didn't find much]
Analyzed other brands that were so reliable they became a verb [Google and Slack]
Social listening for WebMd critiques to understand how expert advice can go wrong
Created a persona to develop the tone for the creative assets
MAKING CHEWY THE ANSWER TO EVERY PET QUESTION
Chewy is a deeply loved brand.
Because at its core, Chewy is generous. From surprise gifts to handwritten notes, they’ve positioned themselves as a partner to pet parents, not just a retailer.
So if this campaign was going to feel true, it had to carry that same spirit of generosity.
THIS ONE HIT CLOSE TO HOME
Just weeks before receiving this brief, my 11-year-old cat, Reeses, was diagnosed with lymphoma and given two weeks to live.
I turned to TikTok and Reddit seeking people who had been through the same thing.​ They helped me turn two weeks to eight.
Looking back, when everything felt uncertain, Chewy wasn’t where I went.
CHEWY IS KNOWN FOR FOOD AND TOYS NOT EXPERT ADVICE
Chewy offers a pharmacy, 24/7 live vet and their own version of WebMD called PetMD but people still aren’t turning to them for advice.
Initially, I thought the gap was access. Maybe people were turning to social media because vet care is expensive?
Then I found this:
> 60%
Over 60% of pet parents crowdsource information on social media both before and after seeing a vet.
- American Pet Products Association
So, accessibility wasn't the issue.
I explored Chewy’s resources myself and realized that even though the information was reliable, it didn’t make me feel any better.
Then it hit me.
IT WAS NEVER JUST ABOUT THE ANSWERS
Asking on social media isn't just functional, it’s emotional.
You find answers and people who get it, without judgment.
This willingness showed up as people asking literally anything.
Even asking questions just for the confirmation that they were doing a good job.
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People aren’t just asking questions, they’re looking for other pet parents.
For reassurance.
For validation.
For someone to say, you’re doing the right thing.
INSIGHT
By leveraging social media, Chewy can show up not just with answers, but with reassurance grounded in expertise.
Participate first, prescribe later.
at Chewy, We're All Ears
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