The PetSmart Chief Toy Tester campaign capitalized on the insight that not everyone wants to be an influencer, but everyone thinks their pet should be. We hosted the search for one cat and one dog to serve as our Chief Toy Tester, offering $10,000 to each winner, plus a one-year contract to help us test and explore our unrivaled selection of toys and gear. This was a fully integrated PR/social media campaign, utilizing influencer marketing to support efforts.

• More than 30,000 unique pet parent entires received

• Earned more than 1 billion impressions

• Secured PetSmart’s first-ever segment on late night TV

• Drove increased engagement with Treats loyalty program

• Improved positive social media sentiment by 35%