Businesses have realized the benefit of featuring pets in advertising campaigns. This is even true for consumer goods products that are not designed for pet owners. Utilizing animal advertising taps into many people’s strong emotional ties to their pets and boosts sales.
5WPR Insights
Emotional response
Pets in advertising can evoke strong emotions in viewers, often leading to increased brand loyalty and a greater willingness to buy. A survey found that 95% of pet owners view their pets as part of the family. When people see images of dogs in commercials or a cat in car commercials for example, it can stir memories of the emotional bond customers share with their own pet.
Relatability
Pets in ads make products relatable and accessible, allowing companies to show how the product or service can slot into routines. For example, when promoting cleaning supplies, a company could show it being used to clean up after a dog. This emphasizes the convenience and efficiency of the product and would appeal to dog owners.
Audience
Animal advertising appeals to a broader audience beyond pet owners. This can be particularly effective for products that aren’t generally associated with pets. Featuring a cat in car commercials is not something that is commonly done, but Chevrolet had a very successful campaign that featured a cat named Walter. The unusual pairing left audiences feeling a stronger connection to the brand, even viewers who weren’t considering buying a truck before. Reaching a larger audience enables businesses to widen customer base and increase revenue.
Animal advertising can also help to broaden the target audience for a given product. By featuring cats and dogs, businesses are able to reach not only pet owners but also people who are passionate about animals in general. This can be particularly effective for products that aren’t generally associated with pets. Featuring a cat in car commercials is not something that is commonly done, but the unusual pairing worked. By appealing to a wider range of consumers, businesses can increase their customer base and generate more revenue.
Engagement
Including pets in ads can boost social media engagement. A survey revealed that 65% of pet owners post about them twice a week or more. Companies can gain from this social media trend by featuring pets in the ads, thus promoting brand awareness and website visits.
Care
Advertising should always treat animals with respect and ensure that no harm comes to them. Businesses must also consider the potential impact of their ads on animal welfare. For instance, featuring certain breeds could perpetuate stereotypes or create breed-specific legislation.
Collaboration
Animal advertising is also an opportunity to build partnerships between companies that produce consumer products and pet-related businesses. These partnerships can help increase brand awareness and create new revenue streams. A good example of this is a collaboration between an organic food producer and pet food maker to produce organic pet food. This product appeals to both pet owners and health-conscious consumers alike, strengthening the sense of community among them. Such partnerships are mutually beneficial, helping to expand the reach of both businesses.
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