Chewy Halloween

The ask
Create a seasonal visual identity that captures the spirit of Halloween while reinforcing Chewy’s signature quirkiness. The system should be adaptable for a full-funnel campaign, flexing to hero key products and priority offers with clarity and impact.

Campaign strategy
To maximize high-intent traffic to Chewy during the Halloween season with conversion as the primary success metric. With limited placements, the approach prioritized precision and effectiveness, ensuring each touchpoint delivered impact relative to the scale of the campaign.

The result
A flexible, conversion-driven system that let product and seasonal storytelling come forward through photography, can be reused and evolved year over year. This approach delivered a measurable lift in conversion compared to the prior year.