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PetSmart - Arcadia Trail
Arcadia Trail is PetSmart's entry into the outdoor lifestyle category. The marketing strategy behind it relied heavily on a digital campaign to build brand awareness and generate consumer interest.
The digital team was tasked with producing all the digital tactics for the program launch including web (PDP landing pages), a multi-send email campaign at launch and a full paid media (social) campaign via Facebook, Instagram, Pinterest as well as programmatic animated banners.
While there was no video shot for the initial launch, we worked with our static assets to produce dynamic movement across multiple channels for better customer engagement.
The initial rollout of the product line was a huge success - earning $7 million over initial plan.
Fun fact: The pop-up tent was originally only intended for in-store display in the drive aisles however there was so much customer interest that it was quickly added to the product line.
Design / Animation / Social
Art Director/Designer/Animator
Tina Klimek - Sr. Art Director (Toolkit)
Jason Pease - Photographer
