Pets at Home
Pet Love Songs
Email x AI
Creating bespoke love songs from pets to their owners and breaking Valentine's Day records
Hit play to hear the appropriately cheesy ballads – from boy bands to country & western.
Valentine’s Day is a key retail event, with humans spending over £1billion on showing other humans love. But Pets At Home (PaH) don’t cater for humans.
So to get on the retail radar they had to get owners to show pets the Valentine’s love. And we did this through a unique GenAI audio experience.
We took Pets At Home traditional e-mail CRM data: owner’s name, pet’s name and pet type and, using GenAI, turned it into love songs that were ridiculously romantic and ridiculously catchy – and unique to each owner.
Emailed for Valentine’s our Pets Love Songs went straight to number one in customer’s hearts and played a huge part in delivering the most successful Valentine’s campaign ever.
25% uplift in email open rates versus the average.
390% uplift in CTR versus the average.
And overall the campaign generated a +38% uplift in year-on-year revenue.
Gratifyingly, the campaign graced the podium at the 2025 DMA awards in the AI category.