Selecting the right channels for a campaign is always dependent on the brief, client and product at stake, but Hearts & Science Managing Director Rebekah Gierlinska says finding the balance starts with the core purpose: audience.
“You have to understand where the audience is and what kind of journey you want to influence,” she says. “Most of the time we will use more than one channel and a mix of online and offline because we use an audience-led approach. We work with our audience in the moments of the journey we can have the most impact.”
Hearts & Science recently onboarded Animates as a client, and while the pet supplies store has largely retail and performance-led requirements, it also wants to cement itself as a brand that cares for all your pet’s needs.
There are different challenges for a brand like this depending on the channel — while in store they can offer every animal a treat, Hearts & Science has been working to replicate that same ‘above and beyond’ approach to the online channels.
Gierlinska says they’re looking at ways to replicate the customer emotional response to in-store activations in online channels,
