Chewy
The Chew D’état
To launch a new brand platform, we devised a social media stunt in which we apologized to our followers for allowing pets to temporarily hijack the Chewy Support Center.
Building Buzz
Before the apology is released, we’ll ship pet influencers ridiculous packages, unique to them, that seem to be sent by the rogue pets.
Building Buzz
We’ll also post the security camera footage of the break-in to our own socials.
The Apology
Once hype and confusion is at a high, we’ll drop the apology and share the “damage.”
The Aftermath
After the story is out, we’re going to invite Chewy customers to sign up to receive one of the ridiculous orders the pets put together.