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Obtaining brand loyalty through “man’s best friend”

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Obtaining brand loyalty through “man’s best friend”

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Content Obtaining Brand Loyalty Through “Man’s Best Friend” by Lena Scalercio ____________________________________________________________ A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) August 2016 Copyright 2016 Lena Scalercio ii Dedication This thesis is dedicated to my loving pets, Lola and Clover, and to the everyday heroes who fight tirelessly to make our country a No Kill nation. iii Acknowledgements The creation of this thesis was a long, challenging journey that resulted in a finished product that I am truly proud of. It was an honor to be able to incorporate my passion into the work with the help of my mentors and committee members. I would like to thank my thesis committee chair, Jennifer Floto, for her encouragement and guidance throughout this experience. Her support ultimately led me to pursue this topic and I cannot thank her enough. I would also like to thank my committee members Laura Jackson and Burghardt Tenderich for their time and feedback. Laura’s commitment and shared passion for this topic and Burghardt’s insights and guidance were critical in this process. Lastly, I would like to thank my father for his mentorship and support and for instilling in me a love of writing that has ultimately led me down this academic path. iv Table of Contents Dedication ii Acknowledgements iii List of Figures v Preface 1 Chapter 1: Pets and Brands Are Longtime Friends 3 Chapter 2: Pets and People 22 Chapter 3: Pets and the Worldwide Web 34 Chapter 4: Case Studies: Pick of the Litter 40 Chapter 5: Conclusion 56 Chapter 6: PR Campaign Recommendations for Whole Foods Market 63 Final Note 70 Bibliography 71 v List of Figures Figure 1: 1920s Black Cat Cigarettes United Kingdom packaging 3 Figure 2: 1890s RCA label 3 Figure 3: 2009 “Talking Dog” Toyota Corolla commercial 4 Figure 4: 2012 Volkswagen Super Bowl commercial 6 Figure 5: 2011 “Cats With Thumbs” commercial 7 Figure 6: 2015 Geico commercial 8 Figure 7: Allegra-D commercial 9 Figure 8: Post from Subaru_USA on Instagram 11 Figure 9: Post from Subaru_USA on Instagram 11 Figure 10: Post from Subaru_USA on Instagram 11 Figure 11: Flyer from Subaru “Share the Love” event at Huffman Subaru 12 Figure 12: Flyer from Subaru “Share the Love” event at San Antonio Pets Alive! 12 Figure 13: Subaru.com, Dog-tested webpage 13 Figure 14: Dog Subaru License from Subaru of America Facebook Page 14 Figure 15: Dog Subaru License from Subaru of America Facebook Page 14 Figure 16: Subaru “Meet the Barkleys” commercial 14 Figure 17: “The 12 Cats of Chrismahanukwanzakah: Hamilton The Hipster Cat.” 15 Figure 18: 2015 Android “Friends Furever” commercial 16 Figure 19: Photo of Target mascot, Bullseye 16 vi Figure 20: Photo of Target mascot, Bullseye 17 Figure 21: Photo of Taco Bell mascot “Yo Quiero Taco Bell” dog 17 Figure 22: Photo of Budweiser Clydesdales 18 Figure 23: 2014 Budweiser commercial “Puppy Love” 19 Figure 24: from 2015 Budweiser commercial “Lost Dog” 20 Figure 25: MAC Haute Dogs advertisement 21 Figure 26: American Veterinary Medical Foundation 2012 U.S. Pet Ownership & Demographics Sourcebook 23 Figure 27: Table from 2010 Pew Research Center study, “The Family Dog” 28 Figure 28: Table from 2010 Pew Research Center study, “The Family Dog” 28 Figure 29: Popularity of the search term “cat” for the past ten years on Google 37 Figure 30: MINI K-9 Puppy Showroom website 42 Figure 31: Example of tweeting a treat from MINI K-9 Puppy Showroom website 43 Figure 32: Example of tweeting a treat from MINI K-9 Puppy Showroom website 43 Figure 33: Example of tweeting a treat from MINI K-9 Puppy Showroom website 43 Figure 34: Example of tweeting a treat from MINI K-9 Puppy Showroom website 44 Figure 35: Navigation bar from MINI K-9 Puppy Showroom website 44 Figure 36: 2015 Subaru commercial “Make A Dog’s Day” 49 Figure 37: Clip from tweet using #MakeADogsDay 50 Figure 38: Clip from tweet using #MakeADogsDay 50 Figure 39: Clip from Instagram post using #MakeADogsDay 51 vii Figure 40: Clip from Instagram post using #MakeADogsDay 51 Figure 41: Clip from Instagram post using #MakeADogsDay 51 Figure 42: Clip from Instagram post using #MakeADogsDay 52 Figure 43: BBDO video, “Miao, Meow, Mew & Mao” 53 Figure 44: Mars’ Dove Chocolates commercial 55 Figure 45: Mars’ Dove Chocolates commercial with cat 55 1 Preface The phrase “man’s best friend” exemplifies all that pets can provide for humans. People own pets for various reasons, such as companionship, pleasure, comfort, entertainment and assistance. Whatever the reason a pet has been welcomed into a home, he/she has a direct impact on the lives of its owners. This impact can invariably affect the owners’ habits and lifestyle including their power as a consumer. Brand managers have taken notice of this bond and, over time, have utilized it to their advantage. According to the U.S. Census Bureau, first marriages last a median of eight years, but life with a dog or cat can extend far beyond a decade. 1 And ultimately, a consumer that exudes affection for her/his pet is likely to choose a brand that demonstrates that same sentiment for pets. A car marketed toward the active pet owner, a cute puppy who has found companionship with a beer lover, a cat that likes taking "selfies," or a socially responsible company focused on giving back to the animal welfare community—these are all examples of brands that harness this companionship and love of pets and have found a way to connect with consumers on this level. Non-pet centric brands, like Geraudel’s Pastilles, 2 have incorporated pets into their messaging dating as far back as 1893. Pets and animals in general have been utilized by brands as mascots and have been integrated into advertising and public relations initiatives. This thesis will explore how non-pet centric brands have incorporated pets— specifically dogs and cats—into their messaging and public relations efforts in an attempt to foster brand 1 Armstrong, Rebecca. “Pets Are Serious Business For Marketers.” 2013. Forbes. Web. 1 December 2015. <http://www.forbes.com/sites/onmarketing/2013/04/15/pets-are-serious- business-for-marketers/> 2 Hartwell, Sarah. “ Cats in Advertising.” 2012. Messy Beast. Web. 1 December 2015. <http://www.messybeast.com/advertising> 2 loyalty, and how this relationship has ultimately affected the animal welfare community at-large. For the purpose of this study, the term 'non-pet centric' refers to a brand that does not have a direct affiliation with a pet product such as dog food or kitty litter. In addition to primary and secondary research, a case study will be conducted for three companies that have utilized this approach. Finally, the thesis will conclude with a campaign proposal for a non-pet centric brand whose products and/or services are not intended for pets, and has yet to attempt the approach. 3 Chapter 1: Pets and Brands Are Longtime Friends The Evolution of Pets and Brands Pets and animals in general have been used as mascots by many non-pet centric brands, such as Black Cat Virginia Cigarettes, Dixcel Pillowsoft Toilet Paper, Nipper the RCA pup, Greyhound Buses, Smokey the Bear and Hello Kitty. 3 Figure 1: 1920s Black Cat Cigarettes, United Kingdom packaging. Source: Retrowow.co.uk. Figure 2: 1890s RCA label. Source: Americacomesalive.com. 3 Heerwagen, Christine. “7 “MVP” (Most Valuable Pet) Brand Mascots, Past and Present.” 2014. Link Bird Blog. Web. 1 December 2015. <https://www.healthypawspetinsurance.com/blog/2014/06/11/7-mvp-most-valuable-pet-brand- mascots-past-and-present/> 4 These mascots become symbols of the brands that consumers can quickly identify. However, there has not been a blanketed approach applied to all brands. While some opt to make pets a central component of the brand’s messaging, others elect to feature pets sporadically. Over the years, many brands have integrated pets into advertising and public relations initiatives. Some brands choose to feature pets in singular advertisements. This approach provides the brand with an opportunity to reach pet lovers without fully integrating pets into the brand’s key messages. On the other hand, some brands opt to integrate pets into long-term campaigns that align the brand’s messaging with its pet-centric audience. Whether introducing an animal as a mascot or creating a storyline that involves animals, these non-pet centric brands have developed a reputation for appealing to a broad spectrum of pet-loving consumer audiences. The following are contemporary examples of such brands. Toyota Corolla “Talking Dog:” Figure 3: Clip from 2009 “Talking Dog” Toyota Corolla commercial. Source: Youtube.com. The 2009 “Talking Dog” from the Toyota Corolla commercial is utilized to highlight the features of the Corolla while communicating the overall message that the car is a classy, upscale vehicle that can make even dogs feel more sophisticated. Throughout the car ride, the dog discusses how his new car has led him to leave his ‘dog-like life’ behind. The use of the dog helps the brand 5 stand apart from other automotive advertisements where a human voiceover is generally utilized to talk about the features of the car. The “Talking Dog” advertisement communicates the key message points and maintains a level of humor that keeps the commercial light and enjoyable. 6 Volkswagen “The Bark Side:” Figure 4: Clip from 2012 Volkswagen Super Bowl commercial. Source: Youtube.com. The 2012 Volkswagen Super Bowl commercial, “The Bark Side,” is the perfect combination of dogs and Star Wars. Although the commercial does not even show the vehicle, the advertisement successfully captures the attention of the audience as the dog choir barks its way through the iconic “Imperial March” song from Star Wars. Neither dogs nor Star Wars are affiliated with the Volkswagen brand, but by combining the likability of dogs with the cult-like following of Star Wars, this commercial quickly becomes a favorite. 7 Cravendale Milk “Cats With Thumbs:” Figure 5: Clip from 2011 “Cats With Thumbs” commercial. Source: Youtube.com. “Cats With Thumbs” is a humorous 2011 commercial focused on advertising Cravendale Milk. The storyline plays on the belief that cats enjoy milk and highlights their non-opposable thumbs. The premise being that if cats were to have thumbs, they would find ways of stealing the Cravendale milk from the humans. Milk is a largely commodity product that all consumers are familiar with, and the brand needed a creative approach to capture the attention of its audience. This advertisement does an exceptional job of balancing the incorporation of pets and humor into a commercial for a product as commonplace as milk. 8 Geico Family Unskippable: Figure 6: Clip from 2015 Geico commercial. Source: Youtube.com. In 2015, Geico released a series of online advertisements with the goal of creating an “unskippable” commercial for platforms like Youtube, where viewers have the option to skip an advertisement after a few seconds. The advertisement series included a family dinner frozen in time while the dog jumps up on the table and eats the food. The strategy of the advertisement is that it is so appealing that viewers resist the temptation to push a button to continue with the originally planned platform. The scene of the dog crashing dinnertime creates a humorous second act that continues for an additional 2:45 seconds after the advertisement itself has already concluded. 9 Allegra: Figure 7: Clip from Allegra-D commercial. Source: Youtube.com. This Allegra-D commercial is consistent with the style of all other Allegra brand commercials in that it focuses on the lifestyle of the people who take the medication and how it allows them to live the lives the way they want without the hassle of allergies. This particular commercial touches on the lifestyle of a pet owner. Many people can experience pet allergens, and relating to pet owners on this level helps solidify the message that Allegra-D can help pet owners find relief—once again, capitalizing on those consumers who value pet ownership. Brands also utilize pets in public relations initiatives. In addition to the inclusion of dogs in advertisements, carmaker Subaru has created a reputation for partnering with animal rescue organizations. Brands like Samsung have collaborated with pet influencers and social media personalities to find creative ways of informing the public about new products. Additionally, brands have also capitalized on finding ways of communicating consumer benefits specific to pet owners. 4 What follows is an assessment of how various industries incorporate the “pet factor” into their communications programs. Pets Transcend Industries 4 Staff. “Pets Are Serious Business for Marketers.” 2013. Forbes. Web. 5 December 2015. 10 A variety of industries, including automotive, electronics, retail, cosmetics and food and beverage have incorporated pets into their communications efforts. Each industry’s use of pets is altered to fit the needs of the brand; some utilize humor while others highlight functionality. Automotive Industry: The most popular use of pets in communications initiatives can be seen in the automotive industry. While Subaru has been catering to pet lovers for years, other automotive brands, such as Honda, Toyota, Kia and MINI, have followed suit. The key message with the majority of these initiatives is conveying to potential car buyers that the vehicle in question is not only great for humans, but is the best fit for the entire family, including pets. Tying back into the theme that pets are more than a part of every day life, the vehicle chosen to drive undoubtedly needs to be purchased with the pets in mind. Whether taking a dog to the park, or the vet or to doggy daycare, at some point pets will be transported in the vehicle. Subaru has done an outstanding job of incorporating pets into its communication efforts. Not only are the vehicles marketed as ideal for outdoor activities and for transporting pets, but the brand has made pets an integral component of its image. A quick browse through the Subaru Instagram account indicates that a considerable proportion of the feed contains images of pets. As shown in Figures 8-10, the posts that include pets often include a Subaru vehicle as well, but not all of them do. 11 Figure 8: Post from Subaru_USA on Instagram. Figure 9: Post from Subaru_USA on Instagram. Figure 10: Post from Subaru_USA on Instagram. Subaru is also unique in its long-standing partnership with the American Society for the Prevention of Cruelty to Animals (ASPCA). The ASPCA is a beneficiary of the annual “Share the Love” fundraising campaign hosted by Subaru. Additionally, Subaru sponsors pet adoption events through local dealerships, as shown in Figures 11-12. 12 Figure 11: Flyer from Subaru “Share the Love” event. Source: Huffman Subaru. Figure 12: Flyer from Subaru “Share the Love” event. Source: San Antonio Pets Alive! Beyond advertisements and social responsibility initiatives, Subaru has taken it to the next level when it comes to pets and the people that love them. When launching its new Forester wagon in 2016, Subaru planned a campaign completely centered on the theme of “dog-tested, dog-approved” cars. According to Forbes contributor Rebecca Armstrong, “Subaru built an 13 entire marketing campaign and website for the Forester wagon around dogs, declaring the car “dog-tested.” 5 Figure 13: Clip from Subaru.com, Dog-tested webpage. As shown in Figures 14 and 15, the Subaru Dog Tested Facebook page even provides dogs’ state driver’s licenses. 5 Armstrong, Rebecca. “Pets Are Serious Business For Marketers.” 2013. Forbes. Web. 1 December 2015. <http://www.forbes.com/sites/onmarketing/2013/04/15/pets-are-serious- business-for-marketers/> 14 Figure 14: Clip from Subaru of America Facebook Page. Figure 15: Clip from Subaru of America Facebook Page. The automaker’s marketing campaign also included a series of commercials, as shown in Figure 16. The “Meet the Barkleys” series of advertisements tell the story of a family of Golden Retrievers and their Subaru Forester. The commercials portray the family of dogs as humans and provide examples of real-life scenarios that people tend to encounter with their vehicles, including driving a sleeping baby around, seeing an attractive driver on the road and taking the family out for a spin. Figure 16: Clip from Subaru “Meet the Barkleys” commercial. Source: Subaru.com. 15 Technology Industry: Some brands in the electronics industry also integrate pets into their communication efforts. In 2013, Samsung partnered with a pet social media personality, Hamilton the Hipster Cat, on a Buzzfeed post promoting the Samsung Galaxy Note 3. All of the photos from the post were captured with the phone, as shown in Figure 17. 6 Figure 17: Clip from “The 12 Cats of Chrismahanukwanzakah: Hamilton The Hipster Cat.” Source: Buzzfeed.com. EDS, an information technology equipment and services company, developed an advertisement in 2009 entitled “Cat Herders,” which played off the narrative of the difficulty of herding cats in comparison to what the company does for the digital economy. Figure 18 shows Android’s 2015 advertisement “Friends Furever,” in which various animals can be seen frolicking along with companions of a different species. 6 Brand Publisher. “The 12 Cats Of Chrismahanukwanzakah: Hamilton The Hipster Cat.” 2013. BuzzFeed. Web. 10 December 2015. < https://www.buzzfeed.com/samsunggalaxy/the-12-cats- of-chrismahanukwanzakah-hamilton#.nwzVgPKq> 16 Figure 18: Clip from 2015 Android “Friends Furever” commercial. Source: Youtube.com. Retail Industry: Retail brands like Target have been incorporating pets into their messaging for years. Target first introduced its mascot, the bull terrier Bullseye, in an advertising campaign in 1999. 7 Since then, Bullseye has remained an integral component of the brand, attending events and making appearances in print and TV advertisements, as seen in Figures 19 and 20. Figure 19: Photo of Target mascot, Bullseye. Source: The Globe and Mail.com. 7 Krashinksy, Susan. “The secret life of Target’s mascot, Bullseye.” 2013. The Globe and Mail. Web. 15 December 2015. < http://www.theglobeandmail.com/report-on-business/rob- magazine/the-secret-life-of-targets-mascot-bullseye/article9966869/> 17 Figure 20: Photo of Target mascot, Bullseye. Source: The Globe and Mail.com. Similarly, retailer Wal-Mart incorporated a feline in its 2012 holiday advertisement, “Yodeling Cat,” which features a human mouth superimposed on a cat singing “Jingle Bells.” Global retailer IKEA has appealed to cat and dog lovers on multiple levels. In 2010 IKEA UK released 100 house cats into its Wembley, United Kingdom store for its “Happy Inside” commercial. Additionally, in 2015 IKEA introduced the Puppy Parking Lot at one of its stores in Germany, where shoppers can safely leave their companions while shopping. Food and Beverage Industry: Taco Bell enlisted the help of a dog as its mascot from 1997 to 2000. Popularly known as the “Taco Bell Chihuahua,” he was seen in a variety of advertisements as shown in Figure 21, “saying” his famous tagline, “Yo Quiero Taco Bell.” Figure 21: Photo of Taco Bell mascot “Yo Quiero Taco Bell” dog. Source: Youtube.com. 18 Beer maker Budweiser is also famous for its use of horses, dogs and other farm animals, especially in its Super Bowl ads. The world-renowned Budweiser Clydesdales, shown in Figure 22, have been a trademark for the brand since they made their first appearance in 1933, celebrating the repeal of Prohibition in the U.S. 8 Figure 22: Photo of Budweiser Clydesdales. Source: Budweiser.com. It was not until 1950 that the Budweiser Clydesdales received their own mascot, the Dalmatian. According to the Anheuser Busch website, “Dalmatians were known as coach dogs because they ran between the wheels of coaches or carriages and were companions to the horses. Today, the Dalmatians are perched atop the wagon, proudly seated next to the driver.” 9 Since then, these animals have become icons for the brand. Nearly 30 years ago, the Budweiser Clydesdales made their debut during the Super Bowl XX commercial. 10 Over the years the brand has continued this theme of animal-centric Super 8 “History.” Budweiser. Web. 15 December 2015. <http://www.budweiser.com/en/clydesdales/history.html> 9 “Budwesier Clydesdales.” Anheuser Busch. Web. 15 December 2015. <http://anheuser- busch.com/index.php/our-heritage/budweiser-clydesdales/budweiser-clydesdale-facts/> 10 Staff. “A look back: Clydesdales in Super Bowl commercials.” Jacksonville. Web. 15 December 2015. <http://jacksonville.com/content/look-back-budweiser-clydesdales-super-bowl- commercials-0#slide-29> 19 Bowl commercials with horses playing football, Dalmatians joining the Budweiser team and a donkey attempting to become a Clydesdale. Budweiser took the animal theme and harnessed the focus on a puppy and a horse in 2014. Shown in Figure 23, the ‘Best Buds’ theme, “Puppy Love,” is a story of a Clydesdale and its best friend, a Yellow Labrador Retriever puppy. The commercial begins with a friendship built over the years and ends with the Clydesdale reuniting with his bud after the puppy is driven off to its new home. This highly acclaimed commercial was the perfect combination of pets and the timeless story of friendship. In 2015, fans awaited Budweiser’s newest commercial, which turned out to be a sequel to the previous year. Figure 24 depicts “Lost Dog,” the story of a horse rescuing its lost puppy companion. Figure 23: Clip from 2014 Budweiser commercial “Puppy Love.” Source: Youtube.com. 20 Figure 24: Clip from 2015 Budweiser commercial “Lost Dog.” Source: Youtube.com. The 2015 commercial received acclaim from AdWeek, Huffington Post, New York Daily News and USA Today. In an interview with AdWeek, Anheuser-Busch revealed some facts about the preparation that went into the production of the commercial. “Eight puppies—seven females and one male—are featured in the spot, all of which were just 11-12½ weeks old at the time of filming. Seven Budweiser Clydesdales underwent training for three months to fine-tune their skills for the ad.” 11 The brand’s dedication to incorporating its iconic Clydesdales has allowed Budweiser to excel in commercials that pull at the heartstrings, unmatched by any other beer brand. Cosmetics Industry: An addition to the pet bandwagon is a cosmetics brand, MAC. In 2015, MAC launched, “Haute Dogs,” a collection inspired by “(wo)man’s best friend.” As shown in Figure 25, MAC also produced a blog post, “Well Groomed,” which explores the relationship between four fashion industry leaders and their pets. 11 Nudd, Tim. “Budweiser Unleashes Its ‘Lost Dog Super Bowl Ad, Hoping to Catch Lightning Twice.” 2015. AdWeek. Web. 15 December 2015. < http://www.adweek.com/adfreak/budweiser-unleashes-its-lost-dog-super-bowl-ad-hoping-catch- lightning-twice-162594> 21 Figure 25: Clip of MAC Haute Dogs advertisement. Source: MAC.com. 22 Chapter 2: Pets and People ‘Pet Parents’ As with any good communication effort, brand managers must be savvy about stakeholders. The pet owner audience is comprised of a unique population of consumers with specific behaviors and traits. Not only does this class of consumers share common demographics, consistent psychographics also are demonstrated. Based on a 2015 study by the American Pet Products Association (APPA) and the Humane Society of the United States, “39 percent of all adults have at least one dog, with men being 1 percent more likely to own a dog than women.” People in the 30-49 age demographic are most likely to own a dog or any other pet, with 65+ being the least likely.” 12 When segmenting by ethnicity, people of European Caucasian descent are more likely to own a dog than any minority, at 45 percent of households. Additionally Source states, “only one in five African-American households in the U.S. owns a dog, while 1 in 4 Hispanic households will own one.” Income is another factor to consider, with households earning more than $100,000 per year being twice as likely to own a dog over households that make less than $30,000 per year.” Where a person lives also has an impact on whether or not they own a pet. The APPA report notes “Living in a rural environment makes a household more likely to own a dog, but does not make them more likely to own a cat. 40 percent of suburban households own a dog compared to 51 percent of rural households.” Psychographics also support a commonality among pet owners as noted by the APPA, “91 percent of adults who do not have children of their own consider their pet as children.” 12 “49 Amazing Dog Owner Demographics.” 2015 Brandon Gaille. Web. 15 December 2015. <http://brandongaille.com/49-amazing-dog-owner-demographics/> 23 Additionally, 64 percent of pet owners from the 2015 National Pet Owners Survey said the health benefits of pets are important to them. 13 Thus, demographic and psychographic data must be taken into consideration when a brand is determining whether or not a pet-centric approach could be the right direction for the company. As seen in Figure 26, the American Veterinary Medical Foundation 2012 U.S. Pet Ownership & Demographics Sourcebook indicates that more than 71 percent of all U.S. households own a pet, which equates to nearly 83 million homes. 14 Dogs Cats Birds Horses Percent of households owning 36.5% 30.4% 3.1% 1.5% Number of households owning 43,346,000 36,117,000 3,671,000 1,780,000 Average number owned per household 1.6 2.1 2.3 2.7 Total number in United States 69,926,000 74,059,000 8,300,000 4,856,000 Figure 26: American Veterinary Medical Foundation 2012 U.S. Pet Ownership & Demographics Sourcebook There are actually more homes with pets than children, considering that in 2014, source reported that only about 43 percent of all families, or 34.4 million households, included children. 15 When more U.S. households have pets than children, brands may have an opportunity to increase their 13 Pet Age Magazine Staff. “APPA Releases National Pet Owners Survey.” 2015. Pet Age. Web. 14 December 2015. < http://www.petage.com/appa-releases-national-pet-owners-survey/> 14 “2012 U.S. Pet Ownership & Demographics Sourcebook.” 2012. American Veterinary Medical Foundation. Web. 14 December 2015. <https://www.avma.org/kb/resources/statistics/pages/market-research-statistics-us-pet- ownership-demographics-sourcebook.aspx> 15 “Employment Characteristics of Families Summary.” 2016. Bureau of Labor Statistics. Web. 1 May 2016. < http://www.bls.gov/news.release/famee.nr0.htm > 24 exposure and grow their audience among this majority population. Another interesting psychographic phenomenon relates to the age and marital status of pet owners in the United States: “pet owners are also younger than the total U.S. population as a whole and significantly more pet owners are married (63 percent) compared to the rest of the population (55 percent).” 16 This audience’s purchasing habits and consumer behaviors also should be taken into consideration by brands. “The ability of brands and retailers to demonstrably understand the dynamic between consumers and their pets could be beneficial to commercial success across more than just the pet category, according to Fiona Briggs of Retail Times.” 17 Millennials Value Pets and Values Millennial pet owners are a subset of this audience that requires special consideration. Research conducted at Wakefield Research by Nathan Richter revealed that 78 percent of Millennials consider their pet as “family.” 18 Considering a pet to be a family member may directly impact the purchasing decisions made in the household. Additionally, the spending power of this audience is projected to surpass Boomers by 2018 with $3.39 trillion, making Millennials a group of interest to brand managers. 19 Understanding who Millennials are, however, is the first step to understanding how to effectively communicate with them. 16 Pet Age Magazine Staff. “APPA Releases National Pet Owners Survey.” 2015. Pet Age. Web. 14 December 2015. < http://www.petage.com/appa-releases-national-pet-owners-survey/> 17 Briggs, Fiona. “Brands could use pets as channel to engage with owners, says Engage Research.” 2013. Retail Times. Web. 15 December 2015. < http://www.retailtimes.co.uk/brands- use-pets-channel-engage-owners-says-engage-research/> 18 Richter, Nathan. “The Millennial Pet Owner.” 2014.Wakefield Research. Web. 15 December 2015. < http://www.pijac.org/sites/default/files/pdfs/2014T2TpptRichter.pdf> 19 Richter, Nathan. “The Millennial Pet Owner.” 2014.Wakefield Research. Web. 15 December 2015. < http://www.pijac.org/sites/default/files/pdfs/2014T2TpptRichter.pdf> 25 According to Micah Solomon of Forbes, Millennials are a social generation, meaning they socialize while using products or services, whether online or face-to-face. 20 “The sharing habits of Millennials reflect their eagerness for connection,” said Solomon. Millennials also believe their opinions bear weight with companies and they enjoy collaborating with brands. Most importantly, “Millennials are a highly values-driven generation.” Combine the above with a reputation for being trendsetters who develop strong brand loyalty, and this group becomes highly valuable to brands. 21 It is no longer a one-way communication between brands and consumers. Brands that are successful in communicating with – and connecting with – Millennial pet owners are likely to secure long-term relationships with a group of consumers who will be engaged on multiple levels. Pet owners also may be segmented further into those who are the primary household decision-makers when it comes to purchasing products or services for their pet. Beckie Tomala of Matrix Partners, a strategy, advertising and public relations firm focused on pet-centric brands, claims her firm’s research indicates that, “the majority of pet shoppers are female, with large disposable income and higher education.” 22 In an interview conducted with the author, Tomala said that, rather than appealing to a generic “pet owner” audience, her team advises brands to appeal to the pet owner’s other characteristics. “We stopped treating them as a pet consumer. Ten years ago, brands would advertise in pet magazines, so in order to break through 20 Solomon, Micah. “2015 Is The Year Of The Millennial Customers: 5 Key Traits These 80 Million Consumers Share.” 2014. Forbes. Web. 15 December 2015. <http://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-the-80-million- millennial-customers-coming-your-way/#dd7bb332a81f> 21 Solomon, Micah. “2015 Is The Year Of The Millennial Customers: 5 Key Traits These 80 Million Consumers Share.” 2014. Forbes. Web. 15 December 2015. <http://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-the-80-million- millennial-customers-coming-your-way/#dd7bb332a81f> 22 Interview with Beckie Tomala from Matrix Partners. 2015. 26 the clutter we used this disruptive concept that skipped messages going directly to a pet person by reaching people on other levels. We take everything that makes up the consumer— entrepreneurs, fitness focused, vegetarians, moms—and started advertising in other publications that helped our clients break through the clutter.” Insights from focus groups also set the direction of her firm’s campaigns. These findings allow them to utilize targeted messaging through avenues other than pet-centric publications like Dog Fancy Magazine. If the brand’s desire is to reach the consumer on their level as a pet owner, the brand should still understand all the levels that make up that consumer. “They love dogs but are not just sitting around going to dog shows every weekend,” Tomala noted. Seeing the audience from a comprehensive perspective provides more in-depth insight into how the brand can best communicate its key messages. Tomala says this approach has been successful for her clients, and she believes that the same rules apply to non-pet centric brands incorporating pets as well. “Subaru has been doing it for a while and more industries are seeing that people love their pets and treat their pets like family. If you can get in with somebody with a pet, then you are sold, as long as it makes sense for the brand.” Additionally, Tomala cautions that this approach is only successful for brands that have an established identity. Aside from confirming that a large number of households own pets, brands must understand the relationship consumers have with their pets. “More U.S. households have pets than have children. And in most of those homes, ‘pet parents’ regard their animals as an integral part of the family—their health and happiness are high on owner’s’ priority lists.” 23 Comprehending this relationship provides insight into why pet owners spend on their pets and 23 Staff. “Pet Parents Present Opportunities for Brand Engagement.” 2013. emarketer. Web. 20 December 2015. < http://www.emarketer.com/Article/Pet-Parents-Present-Opportunities-Brand- Engagement/1010072> 27 how much thought is put into their purchases. As Retail Times’ Fiona Briggs of reports on insights from Lyndsay Peck of Engage Research: “There are few relationships less rational or more emotional than the ones people have with their pets and so qualitative research will always be vital to understanding this complex world.” 24 Peck explains further, “for example, qualitative research among pet owners could be used by brands to explore more deeply the owner’s purchasing intentions when it comes to themselves, their families and their pets.” If brands are attempting to connect with consumers through pets, they must fully appreciate the role the pet plays in the life of the owner. According to a 2010 Pew Research Center study, The Family Dog, “85 percent people consider their dog family and 78 percent consider their cat family,” as shown in Figures 27 and 28. 25 24 Briggs, Fiona. “Brands could use pets as channel to engage with owners, says Engage Research.” 2013. Retail Times. Web. 15 December 2015. < http://www.retailtimes.co.uk/brands-use-pets-channel-engage- owners-says-engage-research/> 25 Pew Research Center. “The Family Dog.” 2010. Web. 13 December 2015. < http://www.pewsocialtrends.org/2006/03/07/gauging-family-intimacy/61-2/> 28 Figure 27: Table from 2010 Pew Research Center study, “The Family Dog,” indicating percentage of people who consider dogs as family. Figure 28: Table from 2010 Pew Research Center study, “The Family Dog,” indicating percentage of people who consider cats as family. 29 Additionally, pet owners have developed purchasing habits that correlate with this mindset. As Source notes, “Approximately 50 percent of all pet owners not only buy birthday or Christmas presents for their animal, but also let the dog sleep in their bed.” 26 Understanding the audience allows brands to tailor more appealing messaging and, will ultimately, provide insight to determine if the incorporation of pets is a good fit for the brand at all. Aside from identifying how many people own pets and what types of people these are, brands also must determine why these people choose to own pets. According to the 2013 American Pet Products survey, “The top benefit of dog, cat, bird, small animal, and equine ownership remains companionship/love/company/affection.” 27 Appealing to consumers’ pathos makes sense for most non-pet centric brands, as pet owners are looking to their pets to fill an emotional void rather than a functional one. Automaker Subaru, for example, succeeds in appealing to the pathos of consumers with campaigns like “Make A Dog’s Day,” where online followers were asked to share what they do to help their dogs live life to the fullest, utilizing the hashtag #MakeADogsDay. The message conveyed by the brand is that Subaru not only cares about pets but it relates to their owners’ commitment to their animals’ well being. This understanding goes beyond an audience that is merely pro-pet, and fully comprehends the extent to which people show concern for their pet’s quality of life. This message is reinforced with Subaru’s promotion of specific social good initiatives targeting animal welfare efforts. 26 Weatherchem White Paper. Market-Driving Trends for Pet Food & Care Products and Packaging. 2012. Web. 13 December 2015. <http://www.weatherchem.com/cms/resource_library/files/f8762876ab128638/pet_market_trend s_and_influence_on_packaging.pdf> 27 The Impetus Agency. “New Survey Reveals Pet Ownership at its Highest Level in Two Decades and Pet Owners Are Willing To Pay When It Comes To Pet’s Health.” 2011. American Pet Products Association. Web. 15 December 2015. < http://media.americanpetproducts.org/press.php?include=142818> 30 Other brands must find ways to appeal to consumers’ pathos in order to make that deeper connection. Fast food leader Taco Bell doesn’t make a product that can be enjoyed by pets, but a comical Chihuahua featured in their ads can capture the attention of consumers who can enjoy the company’s products. The Taco Bell dog not only harkened to the Mexican-American culture that inspired the chain, but grew so popular with consumers that toys and other merchandise were later developed. According to a press release from Taco Bell, customers bought 13 million Chihuahua plush toys in 2000. 28 Consumers’ tendencies to consider their pets as family members and relying on them as sources for affection and companionship are key insights for brands to consider and could mean the difference between a brand finding success rather than experiencing failure when attempting the approach. Simply featuring a puppy in a brand’s communication does not effectively convey that the brand understands the deep, emotionally complex relationship pet owners have with their animals. GoDaddy is a prime example of how underestimating the significance of this relationship can lead to potentially negative exposure. The 2015 Super Bowl advertisement the company aired before the big game depicted a scenario involving a lost puppy who finds his way home, only to be told he was just sold online by his owner. Many critics took to social media, claiming the advertisement was supporting puppy mills and encouraging breeders to sell dogs online. Puppy mills are considered to be “a large-scale commercial dog breeding facility where profit is given priority over the well-being of the dogs,” according to the ASPCA. 29 After much criticism, GoDaddy CEO Blake Irving eventually announced that the advertisement would not 28 Associated Press. “Taco Bell replaces top executive and Chihuahua, too.” 200. CNN. Web. 12 December 2015. <http://web.archive.org/web/20060621074857/http://archives.cnn.com/2000/FOOD/news/07/19/ taco.bell.ap/> 29 “Puppy Mills.” ASPCA. Web. 16 December 2015. < http://www.aspca.org/animal- cruelty/puppy-mills> 31 air during the Super Bowl. 30 This example illustrates not only how strongly people feel about their pets, but also how vocal these consumers can be when brands misuse pets in communication efforts. This situation was also a display of the mobilizing power of the animal welfare community. The Power of the Pet When considering all of the characteristics of this audience, it’s important that brands remember that emotional investment and brand loyalty are essential factors that fuel spending power, even in challenging economic conditions. According to the Source, “Pet owners have become increasingly devoted to their pets, having been found to reduce spending on their own less essential needs even during the toughest of times. During the recession, sales of pet products rose 4.8 percent in 2009 to reach $53 billion, meaning the market added $2.5 billion dollars in the midst of the biggest economic crisis.” 31 As Source notes, the amount of money consumers spent on pets per year has steadily increased, from $48.3 million in 2010 to an estimated $60.5 million in 2015. This data provides further evidence that more and more people are investing in their pets as family members rather than as “possessions.” The Data also reveals that Millennials comprise a large proportion of these spendthrift pet owners, as “a majority of Millennials (76 percent) identified an item they are more likely to ‘splurge’ on for their pet than they would for themselves--like expensive treats (44 percent) or a custom bed (38 percent).” 30 Monllos, Kristina. “GoDaddy Pulls Super Bowl Ad After Complaints About ‘Puppy Mill’ Humor.” 2015. AdWeek. Web. 17 December 2015. <http://www.adweek.com/news/advertising- branding/godaddy-pulls-super-bowl-ad-after-complaints-about-puppy-mill-humor-162590> 31 Weatherchem White Paper. Market-Driving Trends for Pet Food & Care Products and Packaging. 2012. Web. 13 December 2015. <http://www.weatherchem.com/cms/resource_library/files/f8762876ab128638/pet_market_trends_and_in fluence_on_packaging.pdf> 32 According to Michael He Jia, Ph.D. Candidate in Marketing at the Marshall School of Business, University of Southern California, two distinct possibilities can lead to a person consider pet ownership: compassion or loneliness. 32 Jia believes that if compassion is the driving factor, the consumer may more easily develop a loyalty toward a brand whose image elicits compassionate feelings. Brands that have been successful in this approach include TOMS Shoes, Fiji Water and Whole Foods Market. Research interviews with pet owners conducted by RichardStep Marketing asked each participant, “What made you want to become a pet owner in the first place?” While the answers varied, many expressed companionship as the primary factor; “animals need humans to take care of them and humans need animals to feel companionship.” 33 Jia’s other factor leading to pet ownership, loneliness, also can affect consumers’ brand loyalty behaviors. “If loneliness drives their pet-owning behavior, they may also develop a strong attachment or loyalty toward a brand if the brand has a friendly image or plays a servant role, so that the brand can fulfill the social affiliation needs of these pet owners/lovers,” he explained. Since many pet owners view their pets as family members or children, their behavior is likely to be similar to that of parents. Advice and information about products and services are commonly shared among circles of like-minded individuals, so if brands can connect with even a small portion of this audience, there are increased opportunities to extend their reach through word of mouth. However, Jia cautions that the integration of pets is not a good fit for all brands. “There are two main brand genres: warm and competent. If a brand is characterized with warmness, it may benefit more from using pet elements.” In contrast, for a brand that is intended to convey competence as part of its image, it may not be a good idea to incorporate pet elements. 32 Interview with Michael He Jia, Ph.D. Candidate in Marketing at the Marshall School of Business, University of Southern California. 2015. 33 RichardStep Marketing. Retail Marketing to the Pet Owners Target Market. USA: Houston, 2014. 33 Jia also notes that using pet images may also be detrimental for any product designed to deliver superior functional performance. Brands must first define the image they want to convey in the marketplace before adopting a pet-centric approach in their communication. Determining what consumers expect from the brand can help guide brand managers in the appropriate direction. 34 Chapter 3: Pets and the Worldwide Web Pets Are Social Influencers Another factor brands must consider is the online virality of pets. The presence of pets online and particularly on social media channels has steadily increased over the years. According to research conducted by the British mobile network, Three, “More than 350,000 cat owners have created an account for their pet on Facebook, Twitter, or other social networks.” 34 In addition to considering pets as family members, consumers are anthropomorphizing – attributing human behaviors – to their dogs and cats. Pet personalities, including @HarlowandSage and @iamlilbub, with more than 1.1 million followers on Instagram, and Grumpy Cat, with 8.3 million likes on Facebook, have started partnering with some consumer brands as social influencers. From pet food to pet beds, custom socks and books, brands are collaborating with well-known pet personalities, leveraging their popularity to bolster their own online following. These influencer partnerships represent an essential opportunity for public relations in these types of campaigns. As Source notes, “Brands have to take into account that pets represent a great way to connect with a younger audience, who is more eager to browse cat pictures online than watch a television commercial.” 35 Public relations practitioners are thus tasked with identifying the pet personality that will best align with their brand and effectively communicate such partnership with their followers. While pet personalities have partnered with pet brands, many are branching out to the broader non-pet industry for collaborations. Blogger directory Fohr Card created “Fur Card,” the 34 RiCharde, Jane. “7 Lessons Content Marketers Should Learn from Viral Cat Content.” 2014. Linkbird. Web. 14 December 2015. <http://blog.linkbird.com/en/content-marketing/7-lessons- content-marketers-should-learn-from-viral-cat-content/> 35 Geronico, Maria. “The power of cute pets as brand ambassadors for Luxury brands.” 2015. MG Luxury Market. Web. 16 December 2015. < http://www.mgluxurymarket.com/the-power- of-cute-pets-as-brand-ambassadors-for-luxury-brands/> 35 first service designed to help brands work with influential animals on social media. Fur Card’s directory contains nearly 400 animals that have a combined reach of 30 million followers per month. In 2015, brands like Barneys New York developed an online campaign for April Fool’s Day, promoting the fictitious launch of the “Man’s Best Freds” menu at its restaurant, Freds, and collaborated with various pet personalities on social media to share photos of the dog-themed menu options. 36 The Mountain.com partnered with Grumpy Cat—the cat suffering from feline dwarfism with a permanent frown made famous in 2012—to produce official Grumpy Cat shirts. 37 @ItsDougThePug, with more than 1.3 million followers on Instagram, posted with the Subaru hashtag #MakeADogsDay to promote the brand’s social campaign. These partnerships broaden conventional communications tactics, cultivating relationships with consumers and tapping into pet personality connections that fill their social media feeds. The Cat’s Meow: How Cats Are Ruling the Internet Many of the most influential pet personalities are cats. The online cat phenomenon has continued its momentum in recent years with videos of cats playing with catnip, giving hugs and being terrified by cucumbers. “Six of the top 10 most popular animal videos on the web are cat videos.” 38 These videos have a tendency to quickly go viral with the help of social media channels like YouTube. A Bustle article, “What’s The Best Cat Video On The Internet?” reported that in 2015, the Internet Cat Video Festival was held at CHS Field in St. Paul, Minnesota, hosted by the Walker Art Center. 39 According to the Bustle article, a special prize, 36 Strugatz, Rachel. “Social Media Pets Front Ad Campaigns.” 2015. WWD. Web. 21 December 2015. <http://wwd.com/media-news/marketing/social-media-pets-ad-campaign-10107395/> 37 Grumpycats.com 38 Zaleski, David. “9 reasons your marketing should include cats.” 2013. iMedia. Web. 13 December 2015. < http://www.imediaconnection.com/articles/ported-articles/red-dot- articles/2013/mar/9-reasons-your-marketing-should-include-cats/> 39 Peters, Lucia. “What’s The Best Cat Video On The Internet? The 2015 Golden Kitty 36 The Golden Kitty award, was promised to the best Internet cat video of the year. The winner was Cat CATastrophes with “Cat Behavior Finally Explained,” a video that attempts to rationalize why cats do what they do and ultimately informs humans that they are collecting points. The video ends with a note to viewers, “Don’t be pointless, adopt a cat.” Runners-up included a video of a cat getting a brain freeze and one about a fictitious epic cat called “Hover Cat,” who does exactly what his name implies. There are entire websites dedicated to nothing but cats, including CuteOverload.com, CuteBoysWithCats.com, CashCats.biz, and CatsThatLookLikeHitler.com. 40 One blog that played an instrumental role in the online cat phenomenon is I Can Has Cheezburger. What originally began with a single meme of a cat with the caption “I can has cheezburger?” in 2007, has since developed into a monetized blog that received as many as 1.5 million hits per day at its peak in May 2007. This site was instrumental in bringing curated animal-based images into mainstream usage. 41 What is it about these cat videos that allow them to go viral? According to a University of Texas study, “while America tends to favor dogs, "cat people" are generally 12 percent more neurotic and 11 percent more extraverted than dog people.” 42 This could be why many “cat people” find these videos online and are compelled to share them, contributing to their virality. Award Goes To…”Cat Behavior Finally Explained!” 2015. Bustle. Web. 4 December 2015. <http://www.bustle.com/articles/103993-whats-the-best-cat-video-on-the-internet-the-2015- golden-kitty-award-goes-to-cat> 40 Zaleski, David. “9 reasons your marketing should include cats.” 2013. iMedia. Web. 13 December 2015. < http://www.imediaconnection.com/articles/ported-articles/red-dot- articles/2013/mar/9-reasons-your-marketing-should-include-cats/> 41 “I Can Has Cheezburger?” 2015. Know Your Meme. Web. 12 December 2015. <http://knowyourmeme.com/memes/sites/cheezburger> 42 Zaleski, David. “9 reasons your marketing should include cats.” 2013. iMedia. Web. 13 December 2015. < http://www.imediaconnection.com/articles/ported-articles/red-dot- articles/2013/mar/9-reasons-your-marketing-should-include-cats/> 37 Research conducted by Kevin Allocca of Google’s YouTube Trends site indicates that “searches for “dog” on YouTube result in roughly two million results – half a million more results than the same search for ‘cat’.” However, the popular website Buzzfeed reports the superior virality of cat videos with “the average cat post getting approximately 9,000 shares, and the average dog post only 5,000.” 43 Figure 29: Displays the popularity of the search term “cat” for the past ten years. Numbers represent search interest relative to the highest point on the chart. If at most 10% of searches for the given region and time frame were for "cat," Google would consider this 100. This does not convey absolute search volume. A line trending downward means that a search term's relative popularity is decreasing. But that doesn’t necessarily mean the total number of searches for that term is decreasing. It just means its popularity is decreasing compared to other searches. Source: Googletrends.com. This higher virality factor is a likely additional indicator as to why more brands are focusing on cats as ambassadors and incorporating them into their communication campaigns. British milk brand Cravendale worked with advertising agency Wieden + Kennedy to produce 43 RiCharde, Jane. “7 Lessons Content Marketers Should Learn from Viral Cat Content.” 2014. Linkbird. Web. 14 December 2015. <http://blog.linkbird.com/en/content-marketing/7-lessons- content-marketers-should-learn-from-viral-cat-content/> 38 the wildly popular commercial "Cats With Thumbs," mentioned previously. 44 Wieden + Kennedy’s case study analyzing the ad’s effectiveness compared to a prior commercial featuring a cow reported: more than 203,000 online views for the cow commercial, compared to almost seven million views for “Cats With Thumbs.” Additionally, there was an overall increase in brand awareness by 10 percent and a sales increase of eight percent. The ad was voted among the ‘Top 10 Best Commercials of 2011’ by Adweek, and Bertrum, the cat in the ad, received his own Facebook page, which had more than 84,000 likes as of January 2016. As Wieden + Kennedy noted, “Cats With Thumbs" tapped into something deeper than just a milk promotion. It shifted people's feelings toward the brand itself, deepening the relationship between the audience and the brand. 45 Despite the success in generating virality by featuring cats in communications campaigns, this is not necessarily an indication that every brand should embrace featuring a cat or a dog, as a mascot. Brands need to carefully consider the use of pets and ensure messaging aligns with the brand and its reputation. Tomala from Matrix Partners cautions non-pet centric brands when considering this attempt, stating, “mega brands that have the money can rely on the emotional appeal of pets. However, if you are not an established brand that has already succeeded in educating consumers on your product, this approach may not be a good fit.” 46 Aligning communication efforts to be in tune with the animal welfare community at-large also should be considered. For example, capitalizing on the humor factor often associated with pet-centric 44 Zaleski, David. “9 reasons your marketing should include cats.” 2013. iMedia. Web. 13 December 2015. < http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2013/mar/9-reasons- your-marketing-should-include-cats/> 45 Zaleski, David. “9 reasons your marketing should include cats.” 2013. iMedia. Web. 13 December 2015. < http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2013/mar/9-reasons- your-marketing-should-include-cats/> 46 Tomala, Beckie. Phone interview. 16 October 2015. 39 campaigns does not always make sense if the butt of the joke is the well being of the pet, as seen in the failed GoDaddy effort. The following case studies help illuminate the direction brands should—and shouldn’t—take when exploring pet-centric or even pet personality-centric approaches to communication. 40 Chapter 4: Case Studies: Pick of the Litter The case studies outlined below represent the ideal uses of pet-centric messaging in brands’ communications campaigns. Each campaign not only effectively incorporates the use of pets, but all have a social impact component that directly supports an animal rescue organization. MINI/Best Friends Animal Society K-9 Showroom Puppycam ● Organization History—In 1957 in England, Sir Leonard Lord of the Morris Company instructed his top engineer, Alec Issigonis, to design a small, affordable and fuel-efficient vehicle capable of seating four adults. When the first vehicle was launched in 1959, its innovation and compact size created a sensation among car owners. After a few modifications by racing legend John Cooper, the Classic Mini Cooper 997 was introduced in 1961. The vehicle is acclaimed for its fuel-efficiency, distinctive design and personality. MINI was first introduced to the U.S. market in 2001 and in 2003 won the North American Car of the Year Award. In more recent years, MINI has been marketed and sold in the U.S. via an agreement with BMW. 47 MINI has produced varying models of the Cooper including the MINI Clubman, MINI John Cooper Works Hardtop 2 Door and the 100 percent electric, zero-emissions MINI E. ● Industry/Category Overview—MINI is a passenger vehicle in the global automotive industry. The automotive industry includes companies focused on the design, development, manufacturing and selling of motor vehicles. 47 “The Short Story of Mini.” MINIUSA. Web. 12 December 2015. <http://www.miniusa.com/content/miniusa/en/why-mini/why-mini/over-50-years-of- motoring.html> 41 ● Competitive Analysis—According to Matthew de Paula of Forbes, MINI’s top competitor in the automotive industry is the Audi A3 48 . Additional competitors based on similar features in size, fuel-efficiency and unique design include Volkswagen Golf TDI, Fiat 500 Pop, Smart Fortwo Passion, Honda Fit and GM/Chrysler’s PT Cruiser Classic. ● Challenge/Opportunity—With the exception of singular advertisements and local events focused on pets by Honda, no direct competitor has pursued the opportunity of launching a national campaign specifically targeting pet owners that also incorporates a social impact component with an animal rescue organization. MINI USA sought to increase its appeal to this audience by launching the K-9 Showroom Puppycam in partnership with Best Friends Animal Society. ● Execution—In July 2015, the brand launched the MINI K-9 Showroom. The campaign was designed to help promote its MINI Next Certified Pre-Owned program while raising money for Best Friends Animal Society, a nonprofit dedicated to ending the killing of cats and dogs in shelters across America. According to Chris Lasko, Motoring Manager at MINI of Pittsburgh, “The K-9 Showroom is part of MINI’s July Adoption Event. For every vehicle from the MINI Next program purchased through MINI Financial Services this month, the automaker will donate $50 to Best Friends Animal Society.” 49 Multiple dogs were placed in a showroom alongside a used MINI. The dogs were “instructed” to inspect the vehicle to see if it was good enough to join the MINI Next Program, a 48 Paula, Matthew de. “With The 2016 Clubman, Mini Gets A Little Edgier And A Lot Bigger.” 2015. Forbes. Web. 11 December 2015. <http://www.forbes.com/sites/matthewdepaula/2015/10/27/the-mini-conundrum-how-to-design- a-mini-of-the-future-without-alienating-loyalists/#2d0c6637a493> 49 Lasko, Chris. “MINI K-9 Showroom Helps Raise Money for Animal Sanctuary.” 2015. Newswheel. Web. 11 December 2015. <http://thenewswheel.com/mini-k-9-showroom-helps- raise-money-for-animal-sanctuary/> 42 program designed to sell certified previously owned MINIs at an affordable price and with a built in warranty. Four of the “K-9 Motoring Advisors”—puppies named Cooper, Turbo, Ziggy, and Zaggy—had cameras attached to their bodies to capture the experience from the perspective of the dog. A website was created to stream the feed of the puppycam. Figure 30: Clip from MINI K-9 Puppy Showroom website. Source: Miniusa.com. Viewers could see the showroom and interact with the puppies by tweeting a treat, “all you had to do was write in a message, press tweet and the vending machine automatically dispensed kibble.” 50 As of September 2015, MINI received more than 2,000 tweets on Twitter and the Facebook page received more than 19 million impressions. Following are sample tweets. 50 “Mini K-9 Case Study.” 2015. Phil Van Buren. Web. 11 December 2015. <http://www.philvanburen.com/The-MINI-K-9-Showroom> 43 Figure 31: Example of tweeting a treat from MINI K-9 Puppy Showroom website. Source: Twitter.com. Figure 32: Example of tweeting a treat from MINI K-9 Puppy Showroom website. Source: Twitter.com. Figure 33: Example of tweeting a treat from MINI K-9 Puppy Showroom website. Source: Twitter.com. 44 Figure 34: Example of tweeting a treat from MINI K-9 Puppy Showroom website. Source: Twitter.com. The website menu bar also prompted users to “adopt” a MINI or a dog and provided easy social share buttons. Figure 35: Navigation bar from MINI K-9 Puppy Showroom website. Source: Miniusa.com. The canine showroom generated more than 240,000 visits with an average view time of two and a half minutes. Additionally, traffic to Best Friends Animal Society website spiked to 2,226 new visits. MINI Next saw a 43 percent increase in sales. In an interview with Best Friends Animal Society’s Trish Conklin, Development Manager for Corporate Partnership, she revealed what inspired the collaboration with MINI. “Best Friends originally approached MINI about a partnership after seeing their amazing ‘Driving Dogs’ campaign out of New Zealand. While MINI USA wasn't going to do something similar, they knew they had an audience of pet lovers, and they started to work with us as sponsors of Strut Your Mutt, an annual fundraising event. As the relationship has grown, MINI USA found additional ways to work together and in 2014 45 invited us to be the beneficiary of their MINI NEXT Adoption Event.” 51 According to Katie Van Fossen, MINI Pre-Owned Sales & Operations Manager, a unique factor influenced MINI’s decision to proceed with an adoption theme. “Every MINI is unique and treated like members of the family, just like shelter animals. Some MINI owners have also called their MINI a ‘rescue’ when purchasing it from somewhere other than a MINI dealer,” said Van Fossen. 52 Before moving forward with the execution of the campaign, MINI conducted thorough research to ensure this approach was consistent with their audience’s interests and values. “From the MINI side, we have profiles on our customer base. In those, we have found an abundance of MINI owners that are pet owners,” said Van Fossen. When attempting a new approach for a campaign, especially one that involves living animals, brands should be prepared to consider all aspects. MINI and Best Friends Animal Society worked together to select the dogs used for the puppycam. “The shoot was in San Francisco, so we were unable to provide the animals for the K9 Showroom. It wasn't in the budget to move the shoot to Los Angeles so we could provide dogs from our centers. However, MINI worked with some trainers as well as a local rescue group to provide dogs,” said Conklin. Van Fossen also confirmed that, “the dogs were handled following the American Humane Association’s Guidelines for the Safe Use of Animals in Filmed Media.” The planning stages included considering the campaign’s potential to have a negative impact on the brand. Van Fossen noted that MINI did not have any concerns in 51 Conklin, Trish. Email interview. 1 December 2015. 52 Van Fossen, Katie. Email interview. 1 December 2015. 46 this regard. “The MINI dealers have embraced the MINI NEXT adoption event, and at the stores during the month we had various point of sale items to promote the adoption event, like antenna balls with bulldogs on them, and MINI NEXT-branded ‘doggie bag holders,’ as well as items like marketing window stickers promoting the donation to Best Friends Animal Society.” She also revealed her thoughts on whether or not the campaign affected MINI’s reputation as a brand, “I don’t think we changed the reputation of the MINI Brand, but rather, Best Friends Animal Society is an organization that complements the MINI brand well and supports something near and dear to the MINI owners’ hearts.” MINI, like most brands, has Corporate Social Responsibility (CSR) initiatives in place to serve as an outlet for giving back to the community or the world at-large. The MINI Motoring Hearts program assists in matching MINI owners with a volunteer program that best suits their interest. MINI suggests charities to donate to, as well as ideas for ways to utilize a MINI to give back to the community. 53 The K-9 showroom ties into MINI’s CSR initiatives by demonstrating not only how a MINI can withstand dogs and be used for volunteering at a local animal shelter; the campaign also created an opportunity for MINI owners to make a contribution to Best Friends Animal Society. Additionally, the “adopt a dog” menu option on the K-9 Showroom website provided a resource for interested MINI owners to explore pet adoption. Ultimately, MINI was satisfied with the results of the campaign. “We were pleased! We did the campaign with a social focus, so we had clips that directed people back to the K-9 Showroom, and it was our second most visited page on MINIUSA.com 53 “Motoring Hearts.” MINI USA. 11 December 2015. <http://www.miniusa.com/content/dam/miniusa/PDF/Motoring%20Hearts%20Book.pdf> 47 in the month of July. We had a great response on Facebook and Twitter as well,” Van Fossen stated. MINI also saw an increase in media coverage. Outlets like Creativity, The San Francisco Egotist, Fast Company and Taxi covered the campaign. Best Friends Animal Society also promoted the campaign through their social media accounts, reaching out to their Facebook following of more than 1 million, 163,000 Twitter followers and 153,000 Instagram followers. Because MINI was an established brand, and had conducted thorough research to confirm the pet owner audience’s interests were aligned with those of potential MINI buyers, the campaign proved to be successful. Not only did online engagement increase, but also a direct correlation in sales for the MINI Next Program was evident. As is common in the public relations industry, it can be difficult to quantify the success of a campaign beyond estimated impressions, let alone correlate to sales impact. MINI’s ability to measure the effectiveness of the campaign on all levels provided insight and direction for a continued partnership with Best Friends Animal Society and further encouraged the company’s strategy of targeting pet owners. 48 Subaru #MakeADogsDay ● Organization History—Founded in 1968, Subaru of America, Inc. is the U.S. subsidiary of Fuji Heavy Industries of Japan. Subaru vehicles are built for adventure and activity. With high safety standards, all-wheel drive technology and fuel-efficiency, Subaru attracts a unique array of drivers. Its vehicle line includes the Impreza, Legacy, Outback, Forester, and Tribeca models. ● Industry/Category Overview—Subaru is a passenger vehicle in the global automotive industry. The automotive industry includes companies focused on the design, development, manufacturing and selling of motor vehicles ● Competitive Analysis—According to Brady Holt, cars examiner for examiner.com, Subaru’s competitors include Mazda CX-5, Nissan Rogue, Toyota RAV4, Jeep Cherokee, and Mitsubishi Outlander. 54 ● Challenge/Opportunity— Subaru identified an opportunity to harness the same pet- centric themes, that have proven successful in its advertising initiatives, for an online campaign in an attempt to grow its social following. ● Execution—Subaru has successfully integrated pets into its brand communication as a primary differentiator from other automotive brands. Featuring pets has become a defining characteristic of the brand. Subaru understands its brand enthusiasts are passionate about their pets and appears to have aligned the brand accordingly. Subaru’s website, www.subaru.com, contains a mini-site called “Subaru Loves Pets,” which includes the Subaru Pet Hall of Fame. To be added to the Hall, consumers 54 Holt, Brady. “Comparison review Ten 2016 compact crossover SUVs.” 2016. Examiner. Web. 1 June 2016. <http://www.examiner.com/article/comparison-review-ten-2016-compact- crossover-suvs-ratings> 49 have been encouraged to enter their pets in a contest with online voting. The mini-site also features a video section that contains Subaru’s dog-themed commercials, including its “The Barkleys” series of advertisements. Another section of the website is “Our Pet Causes,” which includes information on the ASPCA, Center for Pet Safety, Pilots ‘n Paws, and the Pet Philanthropy Hero Awards. In 2015, Subaru created a campaign to promote the new Impreza called “Make A Dog’s Day.” The commercial depicts an elderly dog checking off his bucket list with his owner by his side. From a ride in the Subaru, to an endless game of fetch, to finding true love, the entire day is dedicated to the dog. The photo below is a screencap from the commercial. Figure 36: Clip from 2015 Subaru commercial “Make A Dog’s Day.” Source: Youtube.com. In conjunction with the launch of this TV commercial, Subaru launched an online social media campaign and encouraged pet owners to post photos of how their pets enjoy life, utilizing the hashtag #MakeADogsDay. The campaign celebrates Subaru’s commitment to pets and the people that love them. Consumers took to Twitter and 50 Instagram to post images of their pets enjoying life. Following are examples of user posts. Figure 37: Clip from tweet using #MakeADogsDay. Source: Twitter. Figure 38: Clip from tweet using #MakeADogsDay. Source: Twitter. 51 Figure 39: Clip from Instagram post using #MakeADogsDay. Source: Instagram. Figure 40: Clip from Instagram post using #MakeADogsDay. Source: Instagram. Figure 41: Clip from Instagram post using #MakeADogsDay. Source: Instagram. As of this writing, the hashtag had been used more than 2,200 times on Instagram, including participation of popular pet personality @ItsDougThePug, who has 1.3 million followers. Subaru re-grammed his post as well as others utilizing the hashtag. The 52 author’s own research indicated that Subaru’s Instagram account often utilizes curated content from its followers as a way to encourage engagement. Figure 42: Clip from Instagram post using #MakeADogsDay. Source: Instagram. The “Make A Dog’s Day” campaign successfully engaged Subaru owners and others. Absent actual sales data from dealers, it is not possible to quantify whether or not the campaign led to increased sales, but it ultimately contributed to the brand’s narrative of catering to pet owners and continues to engage followers on social media platforms. BBDO Beijing ‘Miao, Meow, Mew & Mao'/ Together for Animals in China ● Organization History—BBDO Worldwide is the world’s second largest global advertising agency network representing clients such as Gatorade, Snickers, Foot Locker, Bud Light and GE. BBDO Beijing is branch within BBDO Asia, representing clients such as Johnson & Johnson, Pepsi, BMW and BlackBerry. This branch has also developed a division specialized in integrating cats into advertising campaigns. 53 ● Industry/Category Overview—BBDO Beijing is an advertising agency with a client list that includes a number of leading consumer brands, including: Mars, Johnson & Johnson, Pepsi, BMW and VISA. ● Competitive Analysis—Although BBDO competes against many advertising agencies overall, there are no direct apparent competitors for advertising agencies specializing in cat-centric advertisements. ● Challenge/Opportunity—In 2015, Chinese Internet giant Tencent sponsored a charity fundraising day benefitting Together for Animals in China, a nonprofit that aims to improve the lives of animals in China. The concept was that brands could create cat videos to be posted online and once the video hit 100,000 views, Tencent would make a donation to the animal rights group. ● Execution—BBDO Beijing participated in the fundraiser by producing a mock promotional video titled “Miao, Meow, Mew & Mao.” The video, shown in the screencap in Figure 43, is based on the idea of “catvertising” and describes what would happen if cats actually set up a creative shop. Figure 43: Clip from BBDO video, “Miao, Meow, Mew & Mao.” Source: Youtube.com. 54 BBDO approached numerous clients about the concept and received positive feedback from them all. "Every single one of the clients we talked to immediately said yes – it was just a no-brainer to do it, and it was fun to get involved with," said Arthur Tsang, chief creative officer at BBDO Beijing. 55 BBDO has since created cat-centric videos for brands including Snickers, M&Ms and Bayer. Throughout the fundraiser, more than 1,400 people made donations, raising US$14,750 as of September 2015. According to Tsang, BBDO’s approach was adapted to fit the needs of each individual client. “The feline videos play on real brand taglines. The video for Snickers taps into the brand theme of ‘you're not you when you're hungry.’ The cat is so hungry and ‘dog-tired’ that it's not itself – it's actually a pooch,” explained Angela Donald, AdvertisingAge contributor. 56 Source notes that the agency’s “catvertising” project promotes ways of incorporating cats into the advertisement, while maintaining the brand’s overarching message. Some videos are essentially reproductions of commercials, but with a cat replacing a human. A spot for Mars’ Dove Chocolates, for example, opted to alter its well-known commercial of a woman surrounded by rippling brown silk representing the lushness of the chocolate, by replacing her with a cat, as seen in Figures 44 and 45. 55 Doland, Angela. “The Latest in ‘Catvertising”: There’s an Agency for That.” 2015. Ad Age. Web. 13 December 2015. < http://adage.com/article/advertising/latest-catvertising- agency/300279/> 56 Doland, Angela. “The Latest in ‘Catvertising”: There’s an Agency for That.” 2015. Ad Age. Web. 13 December 2015. < http://adage.com/article/advertising/latest-catvertising- agency/300279/> 55 Figure 44: Clip from Mars’ Dove Chocolates commercial. Source: Youtube.com. Figure 45: Clip from altered Mars’ Dove Chocolates commercial. Source: Youtube.com. BBDO’s creative endeavors also kept the focus humorous, rather than pulling on consumers’ heartstrings. "Cats are not tear-jerkers, the impression of cats is that they are survivors, and they know how to handle themselves even if they're strays," Tsang said. 57 In the author’s opinion, this methodology is consistent with the approach other brands have taken. Humorous cat videos are what go viral online, therefore advertisements with the same approach may be more likely to find similar success. 57 Doland, Angela. “The Latest in ‘Catvertising”: There’s an Agency for That.” 2015. Ad Age. Web. 13 December 2015. < http://adage.com/article/advertising/latest-catvertising- agency/300279/> 56 Chapter 5: Conclusion Success is a Four-Legged Word The integration of pets into marketing and public relations campaigns has proven to be extremely successful for many brands. Over time, brands have altered their approach to fit the needs of their products and audience. The trend has evolved from early mascots like Nipper the RCA pup and the “Yo Quiero Taco Bell” Chihuahua, to campaigns like Subaru’s that embody the lifestyle of a pet owner, to appealing to the emotional connection people have with their pets as brands like Budweiser do. Furthermore, continued shifts have been seen toward the ‘humanization’ of pets like the campaign for Cravendale milk, and strategically aligning a brand with social impact initiatives that mobilize pet owners, like MINI USA. Brands that have successfully utilized pets in their public relations and advertising strategies have not only experienced increases in their social following metrics; some have shown direct correlations in sales increases, like MINI USA. While some brands have tested the waters with a single advertisement or campaign, others have developed full-fledged strategies that completely integrate the pet concept throughout their communications. Whether or not one approach is more effective than the other is unknown. Over time, brands in many industries may continue to explore pet-centric opportunities in hopes of maintaining their relevance and connection with their target audiences. However, brands should approach the pet-centric messaging strategy with caution, as it must make sense for not only the product or service particularly but for the brand’s overall image and reputation with consumers. GoDaddy’s failed Super Bowl commercial featuring the puppy being sold online is a prime example of the negative consequences that can occur when there is insufficient understanding of the audience’s motives. Had GoDaddy considered additional or 57 more insightful research, it is possible the company may have better understood how the increasing trend toward pet adoption rather than buying from puppy mills, as well as the influential role of the animal welfare community, could result in almost universally negative backlash against their approach. Outspoken groups like PETA, the Humane Society of the United States and the ASPCA have fostered relationships with millions of pet lovers both live and online, and have dedicated their organizations to educating the public on recommended avenues of pet buying. Other brands would benefit from learning from GoDaddy’s experience, especially noting the increasing support for these influential groups, and ensuring their campaigns align with the animal welfare community’s efforts. Beyond simply incorporating pets into communications campaigns, brands can benefit further by tying animal welfare initiatives into their corporate social responsibility programs. While humorous advertisements featuring dogs or viral cat videos can capture the attention of and entertain an audience, brands that are taking it a step further by supporting the animal welfare community, are producing campaigns that evoke a deep emotional response from their audiences and connecting with consumers on deeper levels. For example, a pet-loving consumer who knows that purchasing a particular vehicle will mean an additional donation to an animal rescue, or is given the opportunity to attend an adoption event sponsored by a brand gives them the opportunity to become more emotionally engaged and thus potentially more receptive to that brand’s overall messages. Whether the brand chooses to demonstrate its support by making contributions, encouraging volunteer involvement or collaborating on an educational project, brands can utilize these opportunities to effectively connect more deeply with pet lovers while reinforcing the strengths of its reputation. 58 Sales, Awareness and Adoptions Are Up Brands that have embraced a pet-centric communications strategy are doing much more than making cat lovers laugh. The very messages behind these brands’ campaigns help promote consumers’ overall perception of pets as family members. When brands contribute to the normalization of adopting a pet through its communications it reinforces positive messages about pet adoption rather than breeding. On a larger scale, it also may be educating a larger audience of consumers that may be uninformed on the subject matter, and perhaps encouraging more adoptions, leading to reduced euthanasia rates at animal shelters. Source notes that changing social attitudes toward pets is critical in reducing the euthanasia rates across the country. 58 The author posits that brands that are supporting this position by featuring pet-centric messaging are likely contributing to this cause, whether knowingly or inadvertently, fueling the No Kill movement and potentially making a difference in the lives of millions of pets each year. For example, MINI USA’s K-9 Showroom campaign featuring the puppycam had a distinct primary purpose of launching the MINI Next program and selling more cars, but secondary messages of supporting Best Friends Animal Society and encouraging pet adoption were communicated just as effectively. The partnership between the two organizations grew from an adoption event promotion to an online sensation within two years. “We've been working with MINI since 2013, so this was the result of a growing relationship. We hope to continue to build on this,” said title Trish Conklin Development Manager for Corporate Partnership for Best Friends Animal Society. Conklin believes that the partnership benefited the Best Friends Animal Society brand just as much as MINI, stating “Associating with a brand like MINI helps get our 58 Serrie, Jonathan. “Pet euthanasia rates decline at US shelter.” 2014. Fox News. Web. 3 December 2015. < http://www.foxnews.com/us/2014/04/21/pet-euthanasia-rates-decline- at-us-shelters.html> 59 brand out to a wider audience and helps spread the word of our mission. MINI's creativity engages people in such a fun way.” She also believes that these partnerships further support the No Kill movement, by stating, “These partnerships are essential to educating the public about our mission and aiding in critical behavior change, like getting more people to consider adopting their pets. About 17 million people a year consider acquiring a pet, but four million pets die in shelters every year. Many people just don't think to adopt their pet or understand that purchasing a pet from a pet store is supporting puppy mills.” According to Conklin, while Best Friends Animal Society can utilize the funds donated by MINI USA, they understand that MINI has so much more to bring to the table, as she says: “As popular as pets and rescues are, not many people understand that this is a viable way to bring a pet into their lives. They might even think that all pets in shelters eventually get adopted, so partners with the marketing power of MINI USA can put this issue front and center and get more people to consider adoption, or donating if they aren't at the stage of bringing a pet into their family.” The automaker’s K-9 Showroom campaign exemplifies the potential communication power that two established organizations can achieve when creativity is coupled with a cause. Subaru’s longstanding partnership with the ASPCA also demonstrates how a brand can directly support pet adoption and contribute to the No Kill movement by aligning with a national organization that is mobilizing rescue organizations on the local level to increase adoption rates and reduce shelter intake rates. Through its annual “Share the Love” event, Subaru has “had a significant impact on the rescue, transport, treatment, and adoption of over 10,000 animals across the country,” 59 according to the Subaru website. During a specified timeframe, the automaker donates $250 to a select group of charities for every purchased or leased new Subaru. According 59 “Share the Love.” Subaru. Web. 11 December 2015. < http://www.subaru.com/share-the- love.html> 60 to the company’s website, more than $65 million has been donated, including more than $11 million that has been given to the ASCPA, according to the nonprofit’s website. Additionally, the ASPCA grants funding to 45 animal welfare organizations in the U.S. to host ‘Share the Love’ adoption events in concert with local Subaru dealers. 60 This partnership is unique in that it has continued for nearly a decade and takes a multi-faceted approach to benefiting the animal welfare community. It has contributed to Subaru’s overall branding and reputation efforts, and is likely to continue winning over animal welfare advocates. Helping Brands Adopt Pet-Centric Positioning According to source, “There is a direct and proven connection between sales volumes and the emotion connection your audience has toward a brand. Unfortunately, emotions are not something you can buy. They are something you have to earn by being bold in your messaging. Playing it safe doesn't do it anymore.” 61 The author believes that the psychological benefits behind what pets do for human beings provides well-defined opportunities for any brand seeking to cultivate emotional connections with pet-owning audiences. “The research in this area is very instructive,” says Engage Research’s Lyndsay Peck. “Brands should look closely at our attitudes towards our pets because it impacts on not only how we shop for them but also for ourselves. By authentically tapping into the owner-pet relationship and understanding the dynamic there, even non-pet brands could be able to turn that relationship to their own advantage.” 62 60 “Subaru Share the Love Event.” 2016. ASPCA. Web. 11 February 2016. <https://www.aspca.org/about-us/strategic-cause-partnerships/subaru/subaru-share-love> 61 Zaleski, David. “9 reasons your marketing should include cats.” 2013. iMedia. Web. 13 December 2015. < http://www.imediaconnection.com/articles/ported-articles/red-dot- articles/2013/mar/9-reasons-your-marketing-should-include-cats/> 62 Briggs, Fiona. “Brands could use pets as channel to engage with owners, says Engage Research.” 2013. Retail Times. Web. 15 December 2015. < http://www.retailtimes.co.uk/brands- use-pets-channel-engage-owners-says-engage-research/> 61 A brand that does “good” is a brand that people can relate to. Corporate social responsibility (CSR) initiatives can help differentiate brands among consumers, and more consumers, especially Millennials, have grown to expect a certain level of social good from the brands they love. “More than 85 percent of Millennials correlate their purchasing decisions and their willingness to recommend a brand to the social good efforts a company is making,” 63 according to Christie Garton at Entreprenuer.com. Finding ways to appropriately incorporate pet- centric causes into a brand’s CSR could be especially advantageous, in that many consumers favor brands that have effective CSR programs, and animal-centric causes could benefit from more resources and exposure. For example, more animals’ lives could be saved and pet adoption promoted further if more brands were willing to incorporate positive pet-centric messaging into their communication efforts. For example, brands could explore supporting the No Kill movement, which is intended to save homeless pets from euthanasia. In the U.S., many nonprofits operate shelters and adoption programs as well as a network of foster homes for when shelters are full. The educational tools to encourage pet adoption are already available and lobbying groups exist, providing a relatively simple opportunity for brands to participate in potentially meaningful ways to support this cause. PR is Taking Note An increasing number of industry-leading companies have been exploring pet-centric communications approaches, from automobiles like Subaru and MINI USA to consumer electronics, and even cosmetic brands, but opportunities still await for many others. As trends in 63 Garton, Christie. “You Must Do Good For your Brand to Do Well With Millennials.” 2014. Entrepreneur. Web. 11 December 2015. <http://www.entrepreneur.com/article/237243> 62 pet ownership continue to rise, public relations practitioners should remain mindful of consumers’ evolving perception of pets and their role in their humans’ lives. Defining the target audience is a critical component of any public relations campaign, and pet owners’ psychographics should be taken into consideration, just as standard demographics – age, gender, ethnicity, household income, spending habits and geography – are. Once the target audience has been sufficiently segmented, practitioners must craft key messages and tactics accordingly. As Tomala of Matrix Partners explained, “Try to reach the audience through other avenues that aren’t just pet-specific.” Just because an audience is comprised up of pet owners does not necessarily mean that pet-centric channels are the only options. Key messages and communications tactics should incorporate the fact that pet owners are also mothers, fathers, teachers, doctors, cooking enthusiasts, etc. When developing communications strategies and tactics, PR practitioners should identify which approaches make the most sense for the brand. For example, will the larger audience be more receptive to humor, or an emotional pull on the heartstrings? Is including a cat in communications the secret ingredient to making a campaign go viral or do consumers just want to support a brand that supports the causes they love? Ultimately, the tried-and-true approach remains the same: the PR practitioner must know their brand, know their audience, and apply creativity strategically. 63 Chapter 6: PR Campaign Recommendations for Whole Foods Market One brand that has yet to actively incorporate pets into its marketing and public relations initiatives is Whole Foods Market; indeed, the entire grocery industry has yet to fully explore this approach. As a trendsetting, company that emphasizes the social good, Whole Foods Market could greatly benefit from expanding its communications by including a pet-centric approach. Below are strategic recommendations for a possible public relations campaign for Whole Foods Market, incorporating a partnership with a popular social media cat personality. Strategic Plan for Whole Foods Market • Business Goals: The goal of the Whole Foods Market campaign is to not only increase sales in the United States, but to cultivate a reputation with consumers that is consistent with the company’s core values. Effectively communicating that Whole Foods Market values its customers and its impact on the Earth is the primary goal of this campaign. • Research: Much of what follows is based on the research previously outlined in this thesis. In addition, Whole Foods Market would need to conduct a customer survey in advance of the campaign to solidify its new positioning. This could be a simple exit poll whereby customers would be asked their opinions about the pending campaign, specifically the charitable tie-in. Social media could also be utilized to conduct a poll among followers. Additionally, Whole Foods Market could incorporate pets and animal rescues into various social media posts and compare the impressions and engagement levels to that of the regularly scheduled posts. The public relations practitioner(s) who would execute this campaign would need to establish social media benchmarks against which the campaign would eventually be evaluated (see Evaluation). These would 64 include base numbers of Facebook, Twitter and Instagram followers before, during and after the campaign is launched. • Objectives: The objectives of the campaign include: o Extend Whole Foods Market’s customer base within the demographic of pet owners/lovers. o Satisfy and maintain the loyalty of existing customer base of pet owners/lovers. o Cultivate a more pet-friendly reputation for the brand. • Measureable Goals: o Increase the @WholeFoodsMarket Twitter following from 4.83 million by 200,000 to 5.03 million o Increase the @WholeFoods Instagram following from 1.2 million by 200,000 to 1.4 million o Increase the Whole Foods Market Facebook likes from 2 million by 500,000 to 2.501 million o Increase the social media mentions on all channels by 40 percent o Earned coverage in top-tier print and online publications resulting in total estimated impressions to exceed 400 million • SWOT: o Strengths: Whole Foods Market is a value-driven brand founded on the mission “Whole Foods, Whole People, Whole Planet.” The core values of the brand are guiding principles for how the company operates and connects with its customers. High quality standards are already in place for animal-based foods sold in Whole Foods Market stores. Animal welfare standards for all products include the 65 exclusion of hormones and growth promoters and antibiotics. Whole Foods Market also works with the Global Animal Partnership to rate all meats sold in its stores on a 5-Step Animal Welfare Rating system. Each store operates its own Instagram account, and Twitter and Facebook accounts have been set up for each metro, as well as a channel for the global division, providing a multitude of platforms to utilize when promoting the campaign. o Weaknesses: Whole Foods Market has faced criticism for its high prices and lack of offerings of traditional brands. Whole Foods Market has also encountered legal problems with over-charging customers. The brand is seen as a luxury option only affordable to the elite and has struggled to combat this reputation. o Opportunities: The integration of pets into advertising and public relations initiatives has proven successful for many categories, including retailers. An exclusively organic grocery store chain has yet to attempt this approach, providing the opportunity for Whole Foods Market to stand out with a unique campaign. Additionally, the virality of cat videos and memes on the Internet is increasing rapidly and provides a platform for growing an online audience. Many pet influencers partner with brands for promoted posts and collaborations. o Threats: Aligning pets with the image of Whole Foods Market could be misleading to customers, as pets are not allowed into the stores unless they are service animals. In addition, as a grocery store, Whole Foods Market sells animal- based products, no matter how humanely they are treated, which could be an issue for animal activists who might expect the chain to eliminate these products altogether 66 • Messages: o “Whole Foods Market loves your pets as much as you love them.” o “Whole Foods Market’s core values of animal welfare standards include the treatment of pets.” o “The Whole Foods Market mission includes the ‘Whole Planet,’ which encompasses pets, which is why we support the No Kill movement.” • Strategies: o Develop a digital campaign that incorporates the key messages and features selected pets (i.e., a specific, well-known online cat personality) o Collaborate with a well-known online cat personality • Tactics: o Position Whole Foods Market as a brand that supports the No Kill movement through a social cause initiative with Best Friends Animal Society that can be integrated into campaign communications o Partner with pet personality and online cat sensation Grumpy Cat to produce a series of videos addressing the criticisms of Whole Foods Market with a satirical tone, consistent with the reputation of Grumpy Cat. The mini-series will be called “Grumpy Cat: Whole Story.” o The mini-series will include 4 videos to be released once per week throughout a designated month. The videos will be posted on Grumpy Cat’s website and social channels. o Each episode will include Grumpy Cat addressing common criticisms of Whole Foods Market including: high prices, lack of offerings of traditional brands and its 67 elitist reputation. Grumpy Cat will then tell the whole story of Whole Foods Market and provide insight into these concerns. For example, prices are high because Whole Foods Market has the highest quality standards of any grocery store and the products that meet these standards cost more to produce. Memes and graphics also will be created to highlight Grumpy Cat’s talking points. A voiceover will be used to communicate Grumpy Cat’s thoughts throughout each video. Each episode will conclude with Grumpy Cat admitting that he shops at Whole Foods Market. Whole Foods Market product placement also should take place throughout the videos. For example, Grumpy Cat walking on the counters in his kitchen; open pantry and refrigerator doors reveal a stockpile of Whole Foods Market 365 Everyday Value products. o At the end of each video, a representative from Best Friends Animal Society will speak briefly about Whole Foods Market’s commitment to animal welfare standards and improving the lives of pets in the United States. The viewers will be informed that Whole Foods Market will be making a contribution to Best Friends Animal Society as images of the Whole Foods Market team volunteering at Best Friends Animal Society shelters are displayed. o Whole Foods Market will announce the campaign alongside Grumpy Cat and a representative from Best Friends Animal Society via Facebook Live on the Whole Foods Market page. Teasers will be posted on all Whole Foods Market social channels leading up to the announcement to encourage followers to tune in. Grumpy Cat and Best Friends Animal Society would also post to direct their followers to the Facebook Live video. 68 o A multimedia capsule will be distributed to pet and food bloggers and key lifestyle journalists. The multimedia capsule will contain a joint press release with Whole Foods Market, Best Friends Animal Society and the Grumpy Cat team, including a fictitious Q&A with Grumpy Cat. Additional creative assets in the capsule will include the Facebook Live video recording announcing the campaign, photos and videos of Grumpy Cat behind the scenes, photos displaying the work of Best Friends Animal Society and samples of Grumpy Cat memes to be used throughout the campaign. The Grumpy Cat public relations team and the Best Friends Animal Society public relations team also will distribute the capsule to targeted outlets they have existing relationships with. o The mini-series will be shared on Grumpy Cat’s, Whole Foods Market’s and Best Friends Animal Society’s social channels each week as a new video goes live. Images and graphics also will be created as collateral for the campaign. Whole Foods Market will share the original posts from Grumpy Cat on its global Facebook, Twitter and Instagram accounts and also will encourage social accounts within each region and at the store level to share and engage with the content on their platforms. The hashtags to be utilized will include: #WFMGrumpyCat #GrumpyCatWholeStory #WholePetsWholePlanet o In conjunction with the campaign, Grumpy Cat and the Best Friends Animal Society will be provided with a fact sheet, talking points about the Whole Foods Market campaign as well as content for additional social posts throughout the campaign that educate the community about the brand, its contribution to Best Friends Animal Society to further the No Kill movement and its core values. 69 • Evaluation: o A comprehensive coverage report will be compiled to capture all mentions of the campaign in print and online including social media mentions. o An audit of all Whole Foods Market social media channels will be completed to evaluate the traffic, levels of engagement and follower counts. o A customer survey will be conducted to evaluate the effectiveness of the campaign and to gauge possible shifts in customer perceptions of the brand. This can be completed through an exit poll conducted in-store and online. 70 Final Note When companies have the opportunity to make a positive impact on the world from which they profit, it is their ethical obligation to do so. The consumers who fuel a company’s success are more than a number on an earnings report. Each consumer is a human being with hopes, ambitions and a heart. Connecting to what is at the core of that heart is the key to winning over an audience and can represent the difference between merely obtaining consumers and cultivating brand loyalists. The research is clear; pets hold a special place in the hearts of millions. They are no longer considered possessions but rather members of the family. Just as parents of human children are segmented and targeted, ‘pet parents’ should be no different. Owning a pet goes beyond the distinction of demographic data. This pet-centric way of life now defines consumers and affects their purchasing behaviors. 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Abstract (if available)

Abstract Dogs and cats are considered by many to be more than possessions, but rather remembers of the family. Pets play a critical role in the family dynamic and can have an affect on the purchasing behaviors of that home. This thesis explores how non-pet centric brands have incorporated pets—specifically dogs and cats—into their messaging and public relations efforts in an attempt to foster brand loyalty, and how this relationship has ultimately affected the animal welfare community at-large. In addition to primary and secondary research, a case study was conducted for three companies that have utilized this approach. Finally, the thesis concludes with a campaign proposal for a non-pet centric brand whose products and/or services are not intended for pets, and has yet to attempt the approach. The findings of the thesis revealed that the integration of pets into marketing and public relations campaigns has proven to be extremely successful for many brands. Furthermore, the very messages behind these brands’ campaigns help promote consumers’ overall perception of pets as family members and contribute to the normalization of pet adoption resulting in reduced euthanasia rates at animal shelters.

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Asset Metadata

Creator Scalercio, Lena (author)

Core Title Obtaining brand loyalty through “man’s best friend”

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 08/09/2016

Defense Date 08/09/2016

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag ads with pets,animal rescue,animal welfare,brands helping nonprofits,brands promoting pet adoption,cat,commercials with pets,corporate social responsibility,Dog,no-kill,OAI-PMH Harvest,pet adoption,Pets,pets in the family,public relations with pets

Format application/pdf (imt)

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Floto, Jennifer (committee chair), Jackson, Laura (committee member), Tenderich, Burghardt (committee member)

Creator Email lenascalercio@gmail.com,scalerci@usc.edu

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c3-640679

Unique identifier UC11306695

Identifier etd-ScalercioL-4770.pdf (filename),usctheses-c3-640679 (legacy record id)

Legacy Identifier etd-ScalercioL-4770.pdf

Dmrecord 640679

Document Type Thesis

Format application/pdf (imt)

Rights Scalercio, Lena

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA