Petco – Social Tone Work

Petco needed to find it’s social voice, so we pitched Tweets that exemplified how Petco could speak to its audiences on social.

The ask had us write against very specific parameters, including three disntinct tone principles from Petco’s brand book, five educational lenses related to the health of your pet, and pet-related content that brought Petco into cultural trends. 

Here’s how it went.