Pet Supplies Plus is a growing pet supply retail franchise business with 720 locations spanning 36 states. Brothers Matt and Brian Barrett own five franchise locations in Texas and began partnering with Effectv and Mnemonic in 2019, and have remained consistent partners through 2023. The company’s goal was to increase in-store sales, website traffic, grooming services, and online ordering in the communities surrounding its franchise locations.
Pet Supplies Plus partnered with Mnemonic, Effectv’s full-service creative agency, to develop compelling commercials to help achieve the brothers’ business goals. Then, to complement these goals and the creative strategy, we developed a multiplatform campaign that targeted highearning households. We started the campaign in the areas surrounding their original two locations in the Clear Lake and League City areas to drive brand awareness and in-store sales. With the onset of COVID-19, the needs of their customers evolved and we pivoted their creative to focus on e-commerce, same-day delivery, and curbside pickup. Later in the year, the creative approach and client goals evolved further to focus on their grooming services.
They opened their third and fourth locations in Memorial and Cypress in 2020 and 2021, and most recently their fifth location in Corpus Christi at the end of 2022. Having seen continued campaign success, they extended their strategy into these communities as well.
Pet Supplies Plus saw remarkable results from the data-driven campaign. In Q 1 2021, the brothers’ campaign achieved a 77% reach among their target audience on traditional TV, with an average frequency of 8.0. In the same quarter, the streaming portion of the campaign delivered 245,000 impressions and generated nearly 2,000 hours of total viewing time, all in the communities that matter most to their franchise locations.
TV Squared, an attribution vendor, measured the website traffic coming specifically from within their campaign geographies and found that YOY new users increased 83%, direct and organic sessions increased 82%, views of the grooming page increased 453%, and e-commerce sales increased 243%. For their initial two locations in League City and Clear Lake, the franchises saw YOY sales growth of 28% and 41 %, respectively. In addition, before beginning an Effectv campaign, the brothers halted nearly all of their other marketing, so they directly attribute their success to their partnership with Effectv and Mnemonic.
When we first opened our first two stores, we didn't really focus on marketing the way we should have. We decided to kind of pull some of the stuff and really put the focal point on these commercials so we could see the true impact of them. It was pretty mind-blowing how much of an impact it had.
Pet Supplies Plus Franchise Owners, The Barrett Brothers, Matt and Brian