PetSmart

The Objective

Reaching pet lovers across TikTok

Furry friends are adored everywhere, but especially on TikTok. As part of its larger media campaign, PetSmart looked to TikTok creators to reach pet lovers across the platform with content that proved they'd do #AnythingForPets.

The Solution

Empowering pet-owner creators to drive the #AnythingForPets message

It's our pets' world, and we're just living in it. PetSmart's "Anything for Pets" campaign showed and marked the brand's commitment to our furry little friends. And what better way to authentically share that mission than by partnering with creators to bring that message to life?

PetSmart worked with TikTok's Creator Managed Service team to identify creators like @dontstopmeowing and @ilolathehusky, who put playful twists on how they'll do anything for their pets — including, of course, spoiling them with a trip to PetSmart. The fun-loving videos elevated PetSmart's new tagline through native content while pushing the brand hashtag #AnythingForPets. To further drive awareness and reach, PetSmart used Spark Ads with the Reach & Frequency objective and broad targeting to get the creators' videos in front of as many pet lovers as possible.

The Results

Paw-sitively successful!

Raise the ruff! PetSmart’s first creator-led Reach & Frequency campaign achieved its awareness and reach goals with 37 million impressions, and impressively exceeded all of TikTok’s video benchmarks by at least 2.5x. The TikTok community was highly engaged with the authentic creator-focused content, with the campaign delivering a 9.4x higher video completion rate and a 2.6x higher average watch time per video compared to TikTok benchmarks.

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