Chewy - Content Marketing Strategy

Chewy occupies a strong but complicated position in the pet care market. The brand has built genuine emotional equity with pet owners, but translating that goodwill into a coherent content strategy across owned, earned, and paid channels proved to be a challenge. Working alongside three fellow Strategic Communications majors, our task was to analyze Chewy's current positioning, identify key consumer trends, and develop a comprehensive content marketing strategy for their brand to use.

Of my many responsibilities as part of this team, most prominent were creating a detailed character profile to represent Chewy’s target audience: The kind, responsible pet-lover. I turned data and statistics into a person with a life and hobbies, for whom I then helped develop a series of content marketing concepts, like “From Plate to Bowl,” a web content series walking the target audience through turning popular human meals into delicious treats for their pets.

The biggest lesson from this project was how qualitative data like audience engagement metrics could be translated into a series of fully fleshed-out campaign concepts across a range of media. To get a full look at this project, you can click through the presentation embedded below.