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Ask:
Problem:
Insight:
Solution:
How do we drive mass-awareness to a local animal shelter and find these cats and dogs forever homes?
PAWSChicago is a local business that struggles to gather awareness and reach new audiences.
Pets are not just pets, but valued and loved members of the family.
Partner with Target to showcase promotional activations and fundraising events to secure a wide audience of average consumers in Chicago.
The Joy of the Everyday
Target’s mission statement is, “to help all families discover the joy of everyday life”. The store encourages wellness, joy and close-knit values.
Target's "target" audience is everyone in the family. No matter your age, there's a product at target for you. Diapers, baby dolls, gaming devices, dorm necessities, office supplies, affordable kitchenware, strollers, fresh produce, pain relief medication, canes, and coffins (not yet, but maybe someday). From birth to death, you could find everything you'd ever need at Target.
Everyone in the family benefits from target. Even the pets.
Find your Forever Home
PAWSChicago is a Chicago-based No-Kill Animal Shelter that focuses their efforts on rescue and rehibilitation. In 2024 alone they provided 125,000 volunteer hours, 17,000 surgeries, and 4,000 adoptions for animals in need.
They currently maintain a 97% save rate for ferral cats and dogs across the city.
From a branding perspective, PAWSChicago is doing everything right. They just need a little external push to promote awareness and continue providing homes for animals in need.
The Partnership
One is a local no-kill animal shelter. The other is the largest Big Box chain in America. When looking at these two brands, it's challenging to see how they could work in tandem.
But, like all brand partnerships, it's important to see similar values line up. And these two match harmoniously:
PAWSChicago takes animals off the streets and finds them forever homes. Target provides daily necessities for everyone in the home, including pets.
The Target X PAWSChicago Partnership promotes the everyday joy of pet ownership, as PAWS provides the pets and Target provides the rest.
37 surveys, 5 interviews, 1 focus-group
"I usually get cat food from the pet store, but Target's great when I'm in a pinch."
80% surveyed were Chicagoans
"I LOVE TARGET!"
95% state they've shopped at
a Target in the last 6 months
(unanimous target love was reported in survey)
"My dogs are my kids. I probably treat them better than I'd treat my kids."
60% own a pet. Of the 60%, 100% consider their pet family
A partnership that thrives
on reciprocity and purpose
The Activation
Adoption events at various Target locations – two in the city and four in Chicagoland suburbs – over the course of 6 months.
Campaign to go live January 1st, with promotion highlighted in Chicago/Chicagoland participating Target storefronts.
On the 1st of every month from Feburary to July, adoption events will take place at select locations.
Suburbs include: Naperville, Evanston, Oak Park, and Glenview.
Chicago locations include: Bucktown and Portage Park.
Those who adopt a pet at these events will get 20%-off pet supplies at participating Target locations for the next 5 years.
Local media will be pitched and invited to cover each adoption event. Advertisements will be displayed in-store, online, and OOH. See visual examples below.
DOGS
CATS
OOH
Why this works
An everyday brand for
everyday people :
Home isn't complete without a pet, and everything that makes them feel at home:
Meeting real needs
with real impact:
Target is the go-to store for the everyday American. Meeting this audience where they're at in a place they know will create positive consumer sentiment over time.
PAWS Chicago finds pets their forever home while Target provides them with everything they need to feel at home.
When looking at these brand missions, it's clear this partnership is a match made in heaven.
We see community care and everyday value rooted in both of these brands; PAWS Chicago emphasises humane values while Target prioritizes affordable necessities.
Personal Connection
I chose to highlight an animal shelter service because I've been fostering cats my entire life. My mother is a Veterinarian and we've actually fostered every cat displayed in creative! My favorite was the basket of kittens; they were relentelessly playful and kept me up all night long.
I'd love to one day dedicate my work to connecting communities with these wonderful organizations that keep animals safe, happy, and loved.
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