PetSmart Oscars 2015

In 2015, PetSmart was looking to differentiate itself from pet store competitors with a new ad campaign, Partners in Pethood. The new commercials were launched during the 2015 Oscars, and in order to capitalize on the buzz, Golin hosted a war room. This was the first time an analyst was included in a Golin war room, and the real-time analytics helped drive engagement.

Highlights of the night

• Pre-listening around Oscars excitement leading up to the night helped shape pre-planned content for the night.
• Paid recommendations in real-time for top performing organic content drove a 150% increase in average paid engagement.
• Real-time listening around conversations for pets and the Oscars resulted in us spotting online excitement around a Birdman producer thanking his dog, Larry. We posted a text-only tweet within three minutes, and it was our top performing post of the night. The timely tweet landed PetSmart positive coverage in Adweek's Oscar round up for the year.