At Chewy, all of the connections we make help us toward our mission of being the most trusted destination for pet parents, and partners, everywhere. Each day we show up to create meaningful experiences that are personalized, emotional and empathetic. We’re big believers in infusing more humanity (and pets) into everything we’re creating and sharing. Our social channels are powered by a mission to connect, delight and educate pet parents and their networks. Throughout 2019, Chewy’s social channels constantly invited participation and drove hundreds of thousands of engagements. Through ongoing series like our Chewy Vet Q&A, we send out invitations to participate, and also deliver on opportunities for our communities to lean back, and tune in.
We continually innovate by working backwards from our customers’ needs. Chewy Vet Q&A is fueled by the power of connection and credibility – connecting curiosities to expertise through the filter of our brand’s unique personality and tone. Chewy’s Instagram and Facebook are open-mic destinations where we create meaningful dialogue. The good, the messy, and those sometimes heartbreaking moments are what bring real people and real conversations. For the Chewy Vet Q&A series, we aim to bring vet care and veterinary resources to the forefront. Huddling up, with people just like us, on shared pet experiences. We believe this is what drives community.
Launched in March 2019, Chewy’s Vet Q&A encourages pet parents to socially submit their burning pet health & wellness questions. We start by identifying topic areas – sometimes more nascent, like pet diet trends, or evergreen, like heartworm prevention. Those topics are then shared through Instagram Stories to curate Chewy customers’ exact pet wellness questions.
We then connect with veterinarians to answer our customers’ questions in video formats designed specifically for our social media ecosystem – vertical Stories, IGTV, :15 and :30 cutdowns, and long-form for YouTube. The video series currently includes, Dr. Ben Carter providing recommendations on healthy heart supplements, diets, and exercises that are easy for pet parents to do right at home. Dr. Taylor Marchman answered common questions about pet vaccines and the importance of pet immunization. Finally, Dr. Flavia Tompkins shared her expertise on the best supplements for joint pain and joint health, and how to deal with itchy or dry skin and paws.
Through Chewy’s Vet Q&A, we’ve raised awareness of Chewy Pharmacy and our pet health offerings, continue to position Chewy as an authority in pet wellness, and create more meaningful relations with veterinarians – promoting us both as a collaborative force.
• To date, through Chewy Vet Q&A content, we’ve connected with more than 2MM pet parents across Chewy’s social media channels.
• Thousands of pet parent community questions submitted via Instagram’s Open-Ended Q&A Sticker.
• Through shared organic Instagram content, we were able to reach new pet parents.
• Our first-ever Chewy Vet Q&A ranks #7 for unbranded search term ‘Pet Health’ on YouTube.
• Our initial question-gathering Instagram Stories rose significantly above industry benchmarks of 70% retention for five frames on accounts of >200K followers.
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