Case Study: Pets At Home
Loyalty Scheme Re‑Engagement Campaign
Project
Marketing Campaign Concept for Pets At Home Loyalty Scheme
Context & Brief
As part of the Digital Marketing Strategy Skills Bootcamp, an immersive professional training course through the Data & Marketing Association supported by the Digital Marketing Institute, I collaborated with a group of fellow marketers to develop a marketing campaign for Pets At Home.
The brief was to create a campaign concept aimed at re‑engaging existing loyalty scheme customers and encouraging them to actively use the loyalty app. The project combined digital and offline tactics to maximise reach and engagement.
This wasn’t client work in a commercial setting, but a strategic group assignment during training, giving us real‑world experience in planning and proposing a multi‑channel marketing approach based on strategic objectives.
The Challenge
Within the course, our group had to:
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Understand the loyalty objectives of a large omnichannel retailer
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Develop a campaign that integrated digital and offline touchpoints
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Ensure the strategy was customer‑centric and measurable
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Produce both social and physical marketing materials that supported behaviour change
This required collective planning, strategic alignment and creative execution, all underpinned by what we were learning about modern digital marketing strategy.
Strategy
Our group approached this campaign with a clear strategic framework:
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Audience focus: Tailored the messaging to existing loyalty members whose activity had declined, using insights from the loyalty proposition.
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Omnichannel thinking: Designed complementary activity across social media and in‑store channels to reinforce messages at multiple touchpoints.
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Integrated value proposition: Positioned the loyalty app as a valuable tool for personalised offers, rewards and convenient shopping across pets and services.
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Clear calls to action: Each asset encouraged specific behaviour, downloading and using the app, supported by incentives and reminders.
This strategy reflects current best practice in omnichannel loyalty planning and behavioural marketing, key components of professional digital marketing strategy.
Execution
As part of the team, my contributions included:
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Social Media Content: Designing engaging social graphics in Canva to promote the loyalty scheme and app benefits on digital channels.
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Offline Marketing Materials: Creating posters and flyers suitable for in‑store display, reminding customers of rewards and encouraging app engagement.
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Visual Assets: Used Adobe Photoshop to refine imagery and ensure the promotional materials were visually compelling and consistent with the Pets At Home brand framework.
Deliverables included:
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Eye‑catching social media campaign templates
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In‑store posters and flyers supporting the loyalty message
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App‑focused visual assets to encourage downloads and usage
These outputs demonstrated how strategic thinking can inform creative executions that work together, rather than in isolation, a key skill from the Skills Bootcamp programme.
Outcome (Training Evaluation)
While this campaign was conceptual rather than implemented by Pets At Home, it served as a strong capstone exercise within the course framework, allowing our team to:
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Apply omnichannel campaign planning learned during the Bootcamp
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Use strategic marketing thinking to solve a real‑world business challenge
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Demonstrate practical skills in social and offline marketing design
Completing this project contributed to my understanding of how to align objectives, audience insight and creative output,— a foundational aspect of strategic digital marketing planning.
Takeaways
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Effective campaigns blend digital and offline channels with a unified strategic intent.
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Collaborative strategy development strengthens planning and execution skills.
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Training‑based real‑world projects help bridge theory and practical application.
Tools Used:
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Canva - social content and offline asset design
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Adobe Photoshop - graphic refinement and visual consistency
Interested in freelance marketing support with strategy and creative execution? Let’s work together to build campaigns that connect with your audience.