Cai Strachan | Strategist

Chewy

1-Week Project

Live Client

'Pet Privacy Service Announcement (PPSA)'

Pet parents are constantly seeking answers about their pets, often turning to social platforms, friends, and group chats in moments of uncertainty. Chewy introduces a new way to ask questions without judgment or public exposure, reframing where pet parents turn for guidance. By redirecting these moments toward trusted, private expertise, Chewy positions itself as the smarter first stop for any pet question.

THE ASK

Create a social campaign that makes “Connect With a Vet” the go-to place pet parents turn to for answers about their pets.

OBJECTIVE

Position Chewy as the go-to place pet parents turn for answers when they have questions about their pets.

PROBLEM

Pet parents are turning to public spaces for answers when they feel uncertain, even though those spaces aren’t built to provide trustworthy, discreet guidance.

The Cultural Tension

In today’s world, our first instinct whenever we have a question is to search the internet.

Social platforms like TikTok, Reddit, and comment sections have become default search tools, offering speed and accessibility but little expertise.

Pet parents also turn to their group chats, sending screenshots and asking friends for advice in real time.

Some people even post videos online asking questions like these:

As a result, pet parents turn to strangers online for reassurance, where they often encounter conflicting or incorrect information. What feels like help can actually create more anxiety, confusion, and noise instead of clarity.

In the process, they sometimes end up exposing or embarrassing their pets online. The videos they post often capture moments pets would probably be embarrassed to see, like butt-scooting across the carpet or humping the couch.

The Question:

How do we get these pet parents to stop turning to the internet first and start using Chewy’s “Connect with a Vet” instead?

Over 70% of pet owners consider their pets family members, not animals.

(APPA)

So if you wouldn't embarrass your children, why embarrass your pets?

The Answer:

We make them realize that in doing this, they’re embarassing their pets.

Additional Research

When it comes to pets, the emotional stakes are high.

83% of Gen Z and Millennials say they treat their pets like children. Source: APPA, Morning Consultant.

People seek reassurance from peers before experts.

Reddit traffic to advice-based subreddits has grown ~30% YoY, signaling increased reliance on peer validation. A 2022 study in Veterinary Record found that pet owners often act on social media advice before consulting professionals, sometimes delaying necessary care. Source: Kogan Et Al., 2022

When people have a question, their instinct is to go online.

~60% of consumers say they use AI or search engines to answer questions before contacting customer support. 64% of Gen Z say they’ve used TikTok as a search engine. TikTok is now the #1 search platform for Gen Z for “how-to” and advice queries. Source: McKinsey, Adobe

Insight

When pet parents care deeply, their search for answers can unintentionally expose their pets online.

The desire to be a responsible pet parent can unintentionally result in pets becoming public content, prioritizing validation over privacy and proper care.

Target Audience

Pet parents who see their pets as family and care so deeply about doing the right thing that uncertainty often turns into anxiety.

They are highly involved, emotionally invested, and constantly questioning whether they’re making the right choices, which pushes them to seek immediate reassurance when something feels off.

Strat Line

Not every pet question needs an audience.