Pet Supplies Plus


OVERVIEW:

Pet Supplies Plus is a growing pet supply retail franchise business with 560 locations spanning 36 states. Brothers Matt and Brian Barrett own three franchise locations in the Houston market and began partnering with Effectv in early 2020. The company’s goal was to increase in-store sales, website traffic, grooming services, and online ordering in the communities surrounding their franchise locations.

STRATEGY:

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 high-earning families. 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 also opened their third location in the Westchase area and, having already seen campaign success, extended their strategy into this community as well.

SUCCESS:

Pet Supplies Plus saw remarkable results from the data-driven campaign. In Q1 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.

We also 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 clients halted nearly all their other marketing, so they directly attribute their success to their partnership with Effectv and Mnemonic.

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