Overview: I led paid social video campaigns for Chewy Pharmacy to acquire new customers and increase consideration among Gen Z and Millennial pet parents. The challenge: Most pet parents default to buying medications from their vet—even when better options exist. And familiarity with Chewy Pharmacy was lowest among these same audiences.

Opportunity: Drive Rx channel switching by repositioning Chewy Pharmacy as a more cost-effective, trusted, and convenient Rx destination for Gen Z and Millennial pet parents.

The Idea: Create story-led, performance-first video campaigns that make switching feel easy, trustworthy, and obvious, and anchor everything around the three strongest reasons to switch: Price. Trust. Convenience.

My Role:

• Defined brand voice, storytelling rules, and visual identity

• Built a repeatable video content framework for long-term equity and scalable campaign development

• Led creative direction across concept → production → post

• Oversaw live-action production guiding visual language, performance + tone

• Partnered across teams to deliver consistent, high-performing work

Execution: Built for platform-native performance across paid social and mid-funnel conversion paths, the creative system prioritized:

• High-Impact Openings: Built to maximize retention in the first seconds

• Clear Narrative Payoffs: Simple, memorable setups with strong punchlines

• Mobile App Integration: Native and relevant for younger audiences

• Relatability + Trust: Stories that felt familiar, believable, and emotionally grounded

• Modularity: A flexible framework that accelerated future asset creation and iteration

Impact:

• Drove customer acquisition and Rx channel switching

• Increased brand familiarity and trust among Gen Z + Millennials

• Built a repeatable content system for ongoing Pharmacy growth

• Created a consistent voice, tone, and visual system for Pharmacy