Pet Valu

The objective

Connecting with devoted pet lovers in an innovative way

Pet Valu, Canada’s leading retailer of pet food and pet-related supplies, sought to introduce their Performatrin Culinary® product line to devoted pet lovers across Canada. With a focus on high-quality, minimally processed, easy-to-serve, frozen nutrition for dogs, the brand aimed to boost awareness and drive foot traffic to its stores. They looked to leverage an innovative channel to reach new and existing customers, and TikTok with its diverse community of pet parents offered the perfect set of solutions.

The solution

Crafting an integrated multi-channel campaign

Unleashing the full potential of TikTok, Pet Valu rolled out a comprehensive campaign, across online and offline channels, complete with a measurement strategy. On platform, they leveraged In-Feed Ads, TopView and Pulse ad solutions to drive maximum reach. With TikTok Pulse, advertisers can place ads after the top 4% of brand suitable trending content or content from premium publishers. Their campaign was also complemented by an innovative Out of Phone experience, where comments from pet lovers on TikTok were highlighted in the digital out of home billboard creative. Additionally, to reach a broad audience, the placements spanned across key locations like Toronto’s Yonge & Dundas Square, plus various bus shelters across the city. 

The creative was crafted especially for TikTok, highlighting how the delicious Performatrin Culinary® meals were made with human-grade ingredients, and simple to feed. The campaign was also bolstered by an effective TTCX (TikTok Creative Exchange) Creator Led Package, that tapped into relevant creator voices like @missfenderr, @urbansizzle, @ontariohuskies and @haehanna, to deliver relatable, authentic content to the pet parents community. 

In terms of measurement, a Brand Lift Study was conducted to assess any shifts in Ad Recall, Brand Association and Purchase Intent. Additionally, a Foursquare study ran specifically to evaluate the campaign's effectiveness in driving traffic to physical stores.

The results

Boosting engagement and in-store visits 

Pet Valu's forward-thinking strategy on TikTok transformed the Performatrin Culinary® launch into a highly successful campaign. The campaign not only achieved an impressive 5% lift in store visits for customers who saw the campaign, according to the Foursquare study, but also enhanced engagement with Canadian pet parents. While Pulse ads resulted in a significant 2.9M impressions on the app, the TopView generated a 28% higher view through rate compared to industry benchmarks. Lastly, the Out of Phone component of the campaign generated 12.1M impressions.

The strategic use of omni-channel solutions, creator-led content and localized targeting amplified Pet Valu’s presence in Canada, making the Performatrin Culinary® launch a model for future campaigns. Now that's what we call tail-wagging success!