Stop The Shock: Petco Ends the Sale of Electronic “Shock” Collars, Declares Itself a Health & Wellness Company
In October 2020, anyone with a television or a computer was craving a glimmer of optimism. Petco pressed go.
“As of today, Petco no longer sells shock collars operated by a person with a remote in hand. Because, as a health and wellness company dedicated to improving pet lives, they have no business in our business.”
THE CHALLENGE
The COVID-19 pandemic caused a spike in pet ownership, including a pet adoption and fostering boom, increasing the need for at-home training solutions. Petco was going all in on positive training solutions, which meant removing negative reinforcement, like shock collars, from shelves.
However, there were some stakeholders who disagreed that shock collars were harmful to pets, with passionate supporters on both sides.
For a diverse audience spanning from consumers to veterinarians, vendors and partners (employees), we needed to demonstrate how Petco was building on its legacy of always doing what’s best for pets by removing shock collars, plus formally introduce Petco as a health and wellness company.
Within one month of the presidential election and amid the global health pandemic, the media landscape had never been more volatile.
THE APPROACH
We developed an integrated communications program spanning creative, earned and social, based on a “stance-defining” idea that declared Petco’s new position as a health and wellness company.
We challenged the pet industry and consumers to “Stop the Shock” by joining Petco in rallying a grassroots movement promoting responsible regulation of shock collars – all in the service of doing what’s right for pets.
LEVERAGING RESEARCH
AND INSIGHTS
Initial Petco data proved more than half of dog parents felt hesitation when buying shock collars but also felt they had no other option.
Edelman-fielded research validated that pet parents overwhelmingly supported positive reinforcement training: 59% of dog parents would rather shock themselves than use a shock collar on their pet. The survey included 1,000 nationally representative U.S. dog parents. The research offered mediagenic data and a key cultural insight: pets are a member of our families and, as such, pet parents prefer a training solution that builds love and trust – not fear.
Execution
A Call to Action
An open letter from Petco’s CEO Ron Coughlin which declared the company’s intent to no longer sell shock collars launched the announcement.
Ron’s letter drove to Petco’s “Stop the Shock” landing page to join a movement to #StoptheShock and sign the online petition aimed at creating responsible guidelines and regulations for the retail sale of shock collars in the U.S. It also invited pet parents to try a free virtual positive training class.
The letter ran in a full-page ad in The New York Times, on Ron’s personal LinkedIn, via email to customers, and across Petco’s social channels. Links led back to the landing page and drove petition signage. Creative content on Petco’s social channels followed, driving positive reinforcement training awareness and sign ups. In store signage featured campaign creative while employees (partners) donned Stop the Shock shirts and buttons to encourage positive training conversations.
Earned Media
A robust earned media strategy kicked off with pre-briefs for Ron to ensure curtain raiser coverage was teed up at embargo lift, complemented with launch week interviews and an aggressive broadcast push complete with b-roll and news feeder distribution.
Ron virtually participated in top-tier broadcast interviews with New York-based media throughout launch day, while a full media relations push and national wire release focused on additional business and trade publications.
The Results at a Glance
“Petco rebrands, bans shock collars in health and wellness push”
“…a move being hailed by animal welfare advocates.”
“Petco to Stop Selling Electronic Shock Collars, Encourages 'Fear'-Free Training Methods”
“Petco is no longer selling electronic ‘shock’ collars and is calling on the pet industry and consumers to ‘create real change.’”
The Results
2.3B
Total
Impressions
8.8K
Earned Media Placements and Social Media Mentions
81.7K
Visits to Petco
Landing Page
52.K
Petition
Signatures
12.1%
Email
Open Rate
218K
Social Content
Engagements
78%
Positive/Neutral
Social Sentiment
77%
Training Online
Share of Voice
500+
Positive Training Class Bookings
on Launch Day
20%
Increase in Positive Training Class Bookings During Launch Week