Launching an ecommerce pet brand in a global pandemic

Journey

By leveraging our propriety Intent based planning framework, we were quickly able to multiply Petculture’s inbound channel tactics with audience insights and powerful creative executions.

And by layering the Intent mindset data across our core channel partners, (using Woolworths owned channels) we were quickly able to build anticipation and brand awareness.

This was achieved in a saturated market, during a pandemic, from idea to a known brand within a matter of months.

And the challenges weren’t insignificant.

From launch we found that our competitors were bidding against our brand name in Google and marking down our product prices. Covid-19 also affected our warehouse staffing which impacted on our ability to ship products to our customers on time.

And along with this, a number of our pet pharmaceutical products were rejected by Google’s and Facebook’s policy at the time.

Despite these challenges, Razorfish worked quickly, using our media and analytics capability to be drive exponential growth and inbound traffic in spite of the headwinds. We also employed the powerful connected platform of the Publicis Groupe, partnering with media vendors, to build joint business ventures which contributed toward bringing a pet powerhouse to the market, in record time.