Heart and Paw
US Nationwide
Reimagined Pet Care for Pet Parents Everywhere.
Role
Social Media Marketing Associate: Responsibilities included creating photographs and videos for social media, as well as collaborations with interior design, experience design, brand design, marketing, retail, and content design.
Tools
Photoshop
Illustrator
Lightroom
Premier
AutoCad
Sketchup
Heart + Paw is a pioneering startup that reimagines pet care, placing emphasis on the well-being of both pets and their parents. With a significant $100M PE investment and ambitious plans to establish over 200 centers by 2025, the company aimed to revolutionize animal wellness by promoting four core concepts: Care, Stay, Play, and Style through a holistic approach that included both physical and digital touchpoints.
As a team member during their inaugural launch in 2019, I played a pivotal role in providing the company with distinct branding, creative assets, marketing strategies, and well-designed retail experiences.
Our primary goal was to create an unparalleled pet care experience and revolutionize the pet care industry by delivering a tailored and low-stress environment for pets and their parents. To achieve this, we carefully designed every touchpoint, including exam room furnishings and soothing shampoo scents, to ensure a calming and comfortable atmosphere.
Additionally, we were committed to empowering local creatives and fostering sustainability in our community. Through strategic partnerships with local artists and entrepreneurs, we curated a signature retail mix, including furniture, lighting, millwork, upholstery, and fencing, tailored to our unique needs and design.
By innovating our supply chain, we support local manufacturers, reducing global shipping and saving costs while enhancing the aesthetic and experience for pets and their parents. Furthermore, we co-develop custom pet tableware with renowned local porcelain studio Felt + Fat, ensuring our four-legged family members receive the best modern dining set available.
Our ultimate goal is to establish Heart + Paw as a benchmark for unparalleled pet care, promoting a local, sustainable, and low-stress approach throughout our hundreds of centers.
Project goals
Organic reach: Our influencer seeding strategy was highly successful, generating over 3.1 million organic impressions. By collaborating with well-known pet influencers such as @simonsits, @jessicavwalsh, @witanddelight, @macchacat, @mattebrooks, @sierratishgart, @wmgoods, and @heleneisfor, we were able to secure features with renowned brands like @shop and Nordstrom, significantly boosting our brand's visibility and reach.
Cross-Pollinated Conversion: Our destination concept struck a chord with consumers, resulting in a remarkable 25% of clients trying us for a second or third service category within 30 days. This cross-pollination demonstrated the success of our tailored and low-stress approach.
Trust-Building with User-Generated Content: Our strategy of incorporating reviews in the customer journey resulted in 95% of 5-star reviews on Google. Positive feedback from satisfied clients created a strong word-of-mouth presence, further boosted by our referral program.
Marketing Highlights
Working on this project was an incredibly rewarding experience, and I cherished the time spent with my four-legged and human friends. While the journey was fantastic, I believe there was an opportunity to explore and brainstorm more ideas for user-generated content. Harnessing the power of user-generated content could have further amplified our brand's presence and engagement with our pet-loving community.