Petsumer Marketing: How-to Attract Customers with Pets

Petsumer Strategy: Winning Customers' Hearts with Pets

The way to deeply connect with your target audience is something that every brand seeks. One of the most popular strategies over the years is using "pets," such as dogs or cats, as intermediaries to build relationships with consumers. This marketing trend is known as "Petsumer marketing."

Imagine a fluffy, round dog happily playing in an advertisement video, or the warm image of an owner and their little cat cuddling together on a tired day. If you're an animal lover, it's hard to deny that these images not only catch your eye but also create a deep emotional connection with the audience. The cuteness of these animals in the clips is truly unforgettable. Many digital marketing agencies have already proven that combining an understanding of consumer behavior with the charm of pets can create a memorable marketing phenomenon.

What is Petsumer Marketing?

Petsumer marketing is a marketing strategy that attracts customers with pets, such as dogs and cats, using their cuteness, natural charm, and appeal as a medium to communicate a brand or promote products. This strategy has become extremely popular across various industries, from consumer goods to pet businesses.

An example of a petsumer marketing strategy we often see is a well-known tissue brand that uses a Golden Retriever dog as its spokesperson, creating an association with the softness and gentleness of the product. Another example is a pet food brand that features real cats or dogs as their ambassadors to demonstrate trust and the quality of their pet food.

Why is the Petsumer Marketing Strategy Effective?

Emotional stimulation and memory creation

Pets have the power to evoke emotions. Images of cute puppies or kittens can create feelings of warmth and friendliness, making it easier for consumers to connect with the brand. This helps them remember the brand better than typical advertisements.

Reaching a diverse target audience

Petsumer marketing is a strategy that can attract a wide range of audiences, from pet owners to animal lovers who do not have pets of their own. Additionally, using pets in marketing can generate high engagement on social media, as pet-related content tends to get shared frequently and can go viral easily.

Building brand trust

Pets are often seen as symbols of loyalty and purity. Therefore, using pets as intermediaries can make a brand appear more sincere and approachable. Consumers are more likely to trust products or services associated with pets rather than advertisements that focus solely on direct sales.

Techniques for Using the Petsumer Marketing Strategy to Attract More Customers

Choose pets that align with the brand’s image

Selecting the right pet to match the brand’s personality is crucial. For instance, if you want to convey luxury, you might choose a Persian cat or a Siberian Husky. On the other hand, if you aim to represent friendliness and approachability, a Golden Retriever, Labrador Retriever, or Beagle could be ideal.

Create engaging and creative content

Content aimed at attracting customers with pets should be creative and stand out from other brands. For example, creating videos from the perspective of a pet or using a unique pet mascot can help differentiate your brand and create a memorable impression.

Use pet influencers

In the digital age, pet influencers have become a popular strategy. Dogs and cats with large followings on social media platforms like Instagram or TikTok can effectively build brand awareness and boost sales. Partnering with pet influencers is a key petsumer strategy to directly reach audiences who are interested in pets.

Organize pet-related events

Hosting pet-related events is another great way for brands to build relationships with customers. Examples include pet fairs, pet costume contests, or supporting animal welfare organizations. These activities show that the brand cares about social responsibility, helping to gain trust and strengthen customer loyalty.



Examples of Successful Petsumer Marketing Campaigns

Subaru - The Barkleys

Subaru created a campaign to attract customers with pets by featuring a family of Golden Retrievers called “The Barkleys” in their car advertisements. These dogs were shown in real-life situations, such as the Golden Retriever parents driving their puppy on a road trip while playing music in the car. This helped viewers connect emotionally with the advertisement.

Watch the ad: Puppy Barkleys Road Trip Tunes | Subaru Dog Tested TV Commercial

IKEA - Happy Inside

In 2010, IKEA launched an advertisement campaign where over 100 cats were released into the store showroom, and the video captured their natural reactions. This video became highly popular on social media, helping to create a positive feeling about the store’s atmosphere.

Watch the ad: IKEA cats advert - IKEA Releases 100 Cats Into a Store and the Result is Beautiful (Happy Inside)

Dulux - Old English Sheepdog

Although not a pet business, Dulux has been using an Old English Sheepdog as the brand mascot since 1961. The dog first appeared in Dulux advertisements in the UK and has become an iconic symbol of the brand ever since.

Watch the ad: Dulux advert - UK - dog singing My Way

It is clear that petsumer marketing is a powerful strategy that helps build emotional connections between brands and consumers. Leading digital marketing agencies have discovered that campaigns that attract customers using pets not only increase brand recall but also foster deeper engagement and enhance trust in the brand.