As Americans spend more time on digital devices, pet retailers are finding new, inventive ways to engage consumers online. According to a recent report by research firm Packaged Facts, one of the best storytelling methods available is online videos.
“There’s nothing like being able to show a pet interact with a product,” writes George Puro, the report’s author. “Online videos allow marketers to pull at the heartstrings of pet owners, whether it’s through humor or through a heartwarming tale.”
Take Purina’s “Dear Kitten” video series as a prime example. Created in partnership with BuzzFeed, the original video has now surpassed 25 million views. It has since been developed into a franchise with multiple episodes across different platforms.