In this article:
- Chewy is throwing a live pet adoption event on TikTok.
- Chewy is hoping to gain new followers and brand awareness on the popular video app.
What’s better than a box of chocolates this Valentine’s Day? A puppy, according to online pet food retailer, Chewy. Chewy is the largest online retailer of pet food and products, bringing in $714.6 million in revenue in 2020.
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The company hosted a live pet adoption on TikTok on February 14, 2022 at 4 PM EST. The livestream, which Chewy is calling “Some Buddy to Love,” will show puppies and kittens available for adoption. For each viewer, Chewy will donate a pound of food and pet supplies to the Peggy Adams Animal Rescue League in West Palm Beach, Florida.
The adoption event is part of Chewy’s larger adoption campaign called Chewy Gives Back. The program allows people to look for dogs, cats, and other adoptable pets based on criteria like breed, location, and more. This is not the first pet brand we notice following basic CRM tactics and finding creative ways to engage with its customer base. We love to see it.
The livestream is a push to increase adoptions, especially as the adoption boom caused by the Covid-19 pandemic wanes. But the event is also part of Chewy’s move to have a larger presence on TikTok, which became the most popular domain in 2021, surpassing sites like Google, Facebook, and Netflix.
Chewy joined the video-creation app in December 2020, and has gained 57,000 followers with its pet content. In 2021, Chewy launched a TikTok campaign called #ChewyChattyPets, in which pet owners created videos portraying what their pets are thinking. Those videos were viewed more than 9.1 billion times. And just last week, Chewy kicked off another project on TikTok, including 30-second ads of pets and their internal monologues.
Last week, we discussed here on PostFunnel, how the surging post(ish)-COVID pet abandonment represents an opportunity for pet brands. And looks like Chewy clearly took notes by finding a way to make a social impact using pet adoption. This Valentine’s Day, Chewy’s livestream may help people find something furry to love. And if the pet food company encourages furry friend adoptions and wins some followers on TikTok, all the better.