Best Consumer Goods Online Ad

In 2020, our pets kept us company as we spent a lot of time at home. When the holidays rolled around, they deserved all the special treats. Petco, the go-to for pet stuff, had a variety of gift categories for pet owners to choose from. true[X] leveraged these categories within its customizable canvas to make sure users were aware of the Petco products that best fit their needs. Petco had a wide range of assets, so the true[X] worked with them to determine what products should be prioritized within the unit. The team leaned on previous insights that users will typically explore up to five frames, to narrow down the products into five per category: Must-Have Gifts, Gifts for a Better Bond, and New Pet Gifts. The ad allowed for user exploration within a user flow called a content collection, which presents multiple paths upfront. Closer to a microsite than any standard ad, a content collection is perfect for housing an abundance of assets. Once a path is chosen, users are taken to a carousel of pet items under that umbrella. Each item was featured alongside its own CTA, encouraging the user to click directly to the Petco site and purchase the product. Overall, the Petco holiday campaign drove 4.4 average interactions, with an average time spent of 56 seconds. And, perhaps most significantly, there was a 3.4% Click Through Rate, the target KPI.

Contributors:

TRUE[X]

Location: United States