ClickZ Pet Products Newsletter - 12.18.2024

PLUS: PEDIGREE Foundation’s $1.2M grants to save homeless dogs

Author

Priscilla Soedarpo
December 18, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Pet Products, your essential newsletter for pet product marketers and e-commerce professionals.

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

PEDIGREE Foundation’s recent financial commitment to animal shelters and rescue organizations is a strategic move that underscores the urgency of addressing the growing issue of homeless dogs. With over $1.2 million in grants distributed across the United States and Canada in 2024, the foundation’s efforts are not just charitable but a calculated response to the alarming statistic of 1.5 million dogs entering shelters in the first half of the year. This data-driven approach highlights the foundation’s focus on reducing the length of stay for dogs, a critical metric for improving adoption rates.

The foundation grants, including the DOGS RULE. Grants and Canadian Grants are designed to foster innovation in animal welfare. By funding programs that enhance pet fostering, behavior training, and safety net initiatives, PEDIGREE Foundation is effectively creating a blueprint for shelters to follow. This strategic allocation of resources is a testament to the foundation’s understanding of the challenges and its commitment to driving impactful change.

Moreover, the foundation disaster relief grants, such as those for Hurricane Helene and Milton, demonstrate a keen awareness of the unpredictable nature of animal welfare needs. By matching donations through the SEASON OF GOOD DOG campaign, PEDIGREE Foundation is not only leveraging community support but also ensuring that its initiatives have a lasting impact. This approach is a masterclass in strategic philanthropy, offering marketing professionals a case study in aligning charitable efforts with measurable outcomes.

Orijen

ORIJEN Pet Food collaborates with Disney to celebrate Mufasa: The Lion King highlighting their WholePrey ingredients. The partnership includes a co-branded media spot and a sweepstakes for movie tickets. This strategic alliance enhances brand visibility, aligning ORIJEN’s nutritional philosophy with the film’s adventurous spirit, offering marketing professionals valuable insights.

USA TODAY

The travel industry is evolving to accommodate pet-inclusive travel, driven by changing demographics and rising pet ownership. With the pet travel market projected to grow significantly, businesses must adapt by offering pet-friendly services. This shift presents lucrative opportunities for the hospitality sector, emphasizing the strategic importance of catering to pet owners

Chewy’s strategic focus on enhancing customer experience and marketing has led to a rise in active users, reaching 20.2 million. Improved mobile app experiences and the Chewy Vet Care clinics are pivotal. The paid membership program, though nascent, shows promise in boosting sales and customer engagement.

The Chinese pet food market presents a lucrative opportunity for US manufacturers, driven by rising pet ownership and a preference for US-made products. With cats leading pet trends, the market demands strategic focus on cat food. However, tariffs and potential trade tensions pose challenges for US exporters.

@thierry.ydlibi

Influencer Corner 📣

Becca Luna on LinkedIn: Chewy does it again with Chewy Claus!

This company is known for spreading surprise and delight, going above and beyond for pet parents of all kinds.

This is their most recent holiday campaign: they will donate pet food every time someone fills out this little card situation. It’s a brilliant opt-in form. Obviously their marketing team wants my email, but I got a cute little card from my dog in exchange.

link: https://lnkd.in/eXyMda-q

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

 📍 Austin, TX, USA

Affiliate Marketing

 📍 New York, USA

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