Uber Eats was launching PetSmart on its app to take advantage of the growing demand for ordering pet products online. In order to be the delivery app of choice for pet parents in the U.S. and Canada, Uber Eats needed an attention-grabbing moment that would accelerate awareness of the partnership and drive orders to PetSmart stores. It was critical the look and feel to all campaign communications resonated with target audiences and tied the Uber Eats PetSmart partnership to a relevant cultural moment and time frame.

The campaign needed to have the ability to speak to functional benefits in a way the broke through culture. The idea was to leverage a multi-channel campaign and brand activation by designing a custom pet house, furnishing it with the ultimate selection of products for PetSmart’s most popular pets, followed by a first of it's kind virtual shoppable experience on Zillow, America’s biggest digital real-estate marketplace.

The campaign needed to be grounded in positioning that could extend to multiple touch points in younger pet owners lives, and more importantly, disrupt their typical shopping experience. The campaign needed to engage with an existing and sizable online community. The live activation was designed to kick off with a one-day, invite-only open house activation at Domino Park in Brooklyn, NYC., where media, social influencers, and Uber One members (and of course their pets) were invited to tour The Best Pet House Ever IRL.

The six room, 280 sq ft classic A-frame dog house was blown up to human proportions, while the interior featured home furnishings scaled down to pet size. From a walk-out "catio" to the neon green lizard lounge, each room was designed to accommodate and reflect the personality of an individual pet. The entire house was then staged with PetSmart products available for delivery on Uber Eats. “For Sale” yards signs, listing one-sheets, and BAs hired to act as “pet house realtors” created a playful experience that created buzz and excitement across social. Fun and engaging branded content created for TikTok provided a tour of the epic pet house, highlighted the $1M promo code hook, and drove audiences to the online virtual Zillow experience.

Some of the most-loved pets on the interweb (and Zillow home listing reviewers) were invited to the open house activation in NYC. Owners captured organic content of their furry friends exploring every room, discovering treats, and showcasing the house as it was meant to be - full of pets. Our influencer content strategy sustained attention post-launch to drive continuous traffic to the shoppable Zillow listing. Shoppers spent an average of nearly three minutes on the listing and sales increased double digits. Additional results included a 14.8% increase in sales, 26.6M Zillow impressions, and 3.2M social media impressions within the first two days of the campaign launching.