Chewy - Creative Brief

Assignment: JOMC 221- Strategic Writing 
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Objective:

Promote Chewy’s new product, the Ultimutt Dog De-Stresser, through an engaging Instagram campaign.

My Role: Developed a strategic creative brief by conducting a SWOT analysis, defining the target audience, and crafting a unique selling proposition. The campaign is focused on highlighting the emotional connection between pet owners and their dogs to position Chewy as a brand that treats pets like family.

 

Strategy & Approach:

• Targeted dog parents who view their pets as children, leveraging insights into maternal/paternal instincts.

• Differentiated Chewy from competitors by emphasizing its emotional appeal over traditional "pet" branding.

• Proposed a lively, cheerful, and playful Instagram campaign, incorporating interactive story posts, community-driven feed content, and visually appealing pet imagery.

 

This creative brief set the foundation for a campaign designed to foster engagement, brand loyalty,

and product awareness among Chewy’s dedicated audience.