PetSmart wanted a way to break through the saturated holiday season. We tapped into drop culture and the ugly holiday sweater trend to drive conversation and relevance beyond PetSmart’s holiday collection. The PetSmart Pawliday Sweater campaign provided 150 lucky pet parents with free matching sweater sets: their face embroidered on their pet’s sweater, and their pet’s face embroidered on theirs.

At the time, this was PetSmart’s most successful PR campaign ever, driving relevance and positive consumer conversation around the brand that it hadn’t ever experienced before. This campaign included a custom microsite, as well as earned media, organic social, and influencer support.

• Nearly 15K visits to our anythingforpets.com microsite

• Earned 488K organic impressions and 12K organic social media engagements

• Lifted positive social media sentiment by more than 20%

• 7 influencer partners drove millions more impressions

• Secured 19 feature stories in earned media with 110M impressions

• 15 of 19 stories included “PetSmart” in the headline, breaking through the holiday coverage landscape

• WINNER: PRSA Copper Anvil