Petco: Summer Campaign (OLV)

What & Objective: 1x :15 or :30-second (:30 preferred but open to :15) lifestyle OLV video showcasing summer priority products within summer situations (several different specs for YouTube/Social/Search/In-store) to drive consideration for seasonal products amongst pet parents

Audience: Dog and cat parents

Key Message: We’ve got your best sidekick covered as you both get out and chase your summer feeling.

Expanded Asset Direction: 

• Build assets for OLV first and re-size for Social and In-store (do not create unique social video creative) 

• Add supers to the in-store video versions and slightly revise the copy to be more specific to being in the store already

• Add super to social video versions

• Draft captions for the social versions

Best Practice:

• Showcase WHY people care to shop at Petco and HOW Petco fits into their life this summer

• Include: Attention-grabbing hook, voice-over, and branding should be clear & upfront. YouTube Video Best Practices

• Logo within first 3 seconds of video and branding should flow throughout the video for consistency

• Ensure there is sound/audio in the background of the video in post but do not rely on sound to connect to your audience

• Draw attention within 3-5 seconds since at this point the “skip-ad” button is not yet visible Introduce product/service & conclude with a clear call to action