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PetSmart Services - Grooming Campaign
PetSmart Grooming is major part of PetSmart Services.
As part of the program to increase business within Services, an email campaign was developed for Grooming that targeted pet parents of breed-specific coat types in order to encourage repeat visits and engage lapsed customers.
We talent scouted for the requested dog breeds (approximately 40) and shot over the course of a week with the goal of not only capturing each pet in specific poses, but also trying to capture the uniqueness and quirkiness of their individual personalities. Next, working with the copy team, we designed multiple emails for the campaign. Exceeding 100 unique email designs in the course of a few weeks.
As a result of the hyper-targeted campaign, PetSmart Grooming saw a growth in customer visits resulting in an increase of over $11 million over plan.
Art Direction / Design / Email
Art Director/Photo Art Direction/Designer
Jason Pease - Photographer
