Marketing StrategyMillennials’ Pet Obsession Captured in 3-part “Pet Friendly: Short Film Series

Millennials’ Pet Obsession Captured in 3-part “Pet Friendly: Short Film Series

Whether you are a pet person or not, you can’t hide from the fact that millennials take their fur babies very seriously. In fact, 44% of millennials see their pets as starter children. VCA Animal Hospitals, which operates hundreds of veterinary care centers across the US and Canada, teamed up with creative agency Observatory and Refinery29 to release a three part 8-minute short series called “Pet Friendly”. This new campaign promotes the work that VCA Animal Hospitals does in partnership with animal shelters and rescue centers. All the dogs and cats featured in the campaign are from rescues with the help of these organizations.

Episode 1: What Having a Famous Pet Is Like

Episode 2: How This Adopted Dog Helps A Dad and Daughter Connect

Episode 3: The Most Ridiculous Cat Chase


While VCA wasn’t looking to grow business or boost revenue, the organization wanted to build brand affinity by bringing attention to the dedication VCA has for pet-friendly families. We love that VCA is spreading the message of pet-love through the Refinery29 platform as branded content instead of direct ads. Not only do this help save media and marketing budget, it also captures the message the organization is trying to spread, which is to spread kindness to animals, care for them, and share pet owners’ sweet obsession for their furry family members.

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