The aim was to generate buzz and raise awareness for the grand opening of our client's first store in Oshawa, ON. The goal? To secure at least 2,000 new membership sign-ups while driving traffic both in-store and online—all while capturing market share in a fiercely competitive pet retail landscape.

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Prospect crafted a data-driven media strategy to generate local media coverage and create excitement for the grand opening. We utilized Shopography—our proprietary mobile location data—to identify pet parents and monitor their shopping habits across the competition.

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We employed a mix of digital tactics to identify and attract key audiences—pet owners and competitive pet retail shoppers. The strategies outlined below generated significant reach, impact, and relevance for the Oshawa grand opening:

Behavioural & Contextual Targeting: We focused on engaging with pet owners visiting pet and animal care related websites, enhancing overall impact.

Competitive Conquesting: Leveraging mobile location data, we targeted consumers shopping at competitor locations.

Retargeting: We re-engaged users who had previously visited the client's website.

Thanks to our data-driven approach, the Oshawa store exceeded its new membership goals, accumulating over 16,000 memberships—an impressive 720% above target—before the grand opening event took place.

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