Hill’s Science Diet Launch

Recently, PetMeds had the pleasure of launching one of the most consumed pet food brands in the world: Hill’s Science Diet. To give this brand a proper introduction to our catalog, we were all hands on deck ideating a campaign that would drive engagement and awareness of the brand now being available on our site. We did this through a three-pronged approach by implementing a contest for our customers to enter. The winner would receive a year’s supply of Hill’s Science Diet, as well as a $1000 donation to a shelter of the winner’s choice. We accomplished this by advertising onsite, through social, email, and direct mail.

The next phase of the three-pronged plan was to announce the arrival of Hill’s Science Diet with a new set of creative that would urge those who did not enter the contest to begin purchasing Hill’s from us regularly. This creative was confined mostly to social and onsite channels. Throughout this entire process our main goal was to target our existing customers who had been asking for years for us to carry this product line. We really wanted to speak to that in the second phase of the launch, recognizing we have heard our customers and are delivering on our promise.

Lastly, for phase 3, we started showcasing Hill’s Science Diet onsite and in social showcasing a multitude of products to really show off all the new inventory we acquired. This creative was meant to live onsite for a longer period of time to consistently reach our returning customer base and begin prospecting to first time site visitors.