How we leveraged multiple AI technologies to give a decade-old contest a new “leash” on life
B2C
Retail
Pet Products + Services
Experience Strategy
Experience Design
Digital Experience Platforms
Next Gen Technology
ChatGPT
Computer Vision
CRM / Analytics / Web
One of Canada’s largest pet retailers, Pet Valu has run an annual Casting Call contest for more than a decade, inviting pet lovers to submit photos and stories to secure coveted spots in the annual calendar.
While the contest celebrates the special bond pets and pet lovers share, its primary goal is to raise money for animals in need. One hundred percent of funds raised through calendar sales support Companions for Change, Pet Valu’s charitable program that raises millions annually for more than 500 rescue organizations nationwide.
Twelve years in, engagement was flagging and fewer funds were being generated for animals in need. Setting ambitious targets, Pet Valu sought to reignite contest participation and create a surge in charitable funds raised. The challenge: Give a decade-old contest a new ‘leash’ on life.
Twelve years in, engagement was flagging and fewer funds were being generated for animals in need. Setting ambitious targets, Pet Valu sought to reignite contest participation and create a surge in charitable funds raised. The challenge: Give a decade-old contest a new ‘leash’ on life.
Canadians entering to win a calendar feature for their pet are driven by love, not money. To increase entries, engagement, and donation-based sales, Pet Valu needed to lean into the contest’s big emotions and create a connection that would generate buzz.
Think bigger. Leverage AI, data and advanced technology to innovate the user flow and deliver an experience that shows as much love to the participants as they feel for their pets.
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Rebranding from “Casting Call” to “Memories Live Here,” we turned contest entry into a meaningful, interactive experience. By customizing ChatGPT prompts, we created real-time, hyper-personalized responses for every entry, making each interaction feel unique.
The results were worth barking about. Against objectives to boost fundraising, increase submissions, and maximize engagement, the contest outperformed on all fronts.
Funds raised for animals in need, YoY
Contest submissions, YoY
Cross-campaign clickthrough rate for newly subscribed entrants
