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I’m Siyi Wu, a cultural project strategist and visual designer based in New York & Suzhou. I committed to using storytelling to activate heritage, education, and community engagement.


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EN
EcoPaws
a brand campaign exploring customization and sustainability in the booming pet economy.

Project Description
EcoPaws is a sustainable pet accessory brand that addresses rising concerns around environmental impact and mass-produced pet goods. This project develops an integrated marketing strategy to position EcoPaws as a forward-thinking brand that offers customized, eco-friendly products for pet lovers.
Our campaign bridges green consumption values with emotional attachment to pets, driving brand awareness through content-based promotion, social storytelling, and offline engagement. By combining market trend research, consumer segmentation, and a multichannel strategy, this project reimagines how pet brands can align with sustainability while cultivating loyal communities.




Time Period
Nov. 2024 – Dec. 2024
Focused Area
New York / Online Consumer Market (U.S.)Unique Selling Points
Sustainability / Modular Design / Customization
01.
MARKET ANALYSIsThis market analysis examines the global pet care industry, competitive landscape, and shifting consumer expectations. We identify both opportunities and risks, offering insights into how EcoPaws can position itself for sustainable differentiation and long-term success in a  competitive market.

Pet Care Market

Growing Market
  • U.S. pet accessories market is projected to grow from $72.5B (2023) to $116.2B (2030).
Pet Humanization
  • 66% of U.S. households own pets, treating them like family.
Sustainability Focus
  • 70% of pet owners prefer eco-friendly products.
Celebratory Spending
  • 44% of dog owners buy pet birthday gifts.
E-Commerce Growth
  • Digital shopping and brand loyalty drive younger consumers.

Market Competition & EcoPaw’s Edge
Market Competitors
  • Boutique Brands
    • Quality focus, limited personalization.
  • Petco
    • Mass-produced, low customization.
  • Etsy Artisans
    • Customizable, but lack scalability.
 EcoPaws’ Competitive Advantage
  • Sustainability: Recycled materials, circular economy model.
  • Customization: Up cycling personal jewelry into unique pet accessories.
  • Transparency: Ethical sourcing builds consumer trust.
Potential Risks
  • High competition in eco-friendly space.
  • Niche appeal might limit mass-market reach.

Customer Preferences  (2024)
Purchasing Channels
  • 57% use omni-channel (in-store+online).
    • Digital platforms like TikTok and Instagram are crucial for brand discovery.
    Consumer Spending Trends
    • $136B+ annual pet industry spending in the U.S.
    • Emotional connection drives purchases: pets seen as family.
    Key Insights
    • Environmental & Ethical Awareness
      • 70% prioritize eco-friendly, cruelty-free products.
      • Materials: Recycled metals, vegan leather, up cycled materials.
    • Aesthetic Appeal
      • Trends: Minimalist, boho, geometric styles.
    • Durability & Quality
      • Materials: Stainless steel, bamboo, organic cotton.
      • Must withstand daily wear, chewing, and play.
      02.
      Brand Positioning & Strategy      Following the market analysis, EcoPaws defines its brand around sustainability, craftsmanship, customization, and transparency. Its positioning responds to rising eco-conscious demand while strategically targeting sustainability advocates and pet gifting enthusiasts.      Brand Positioning
      Mission
      • To redefine pet accessories as sustainable, emotional artifacts that strengthen the bond between pets and their humans.
      Vision
      • EcoPaws provides high-quality, eco-conscious jewelry and accessories for pets, combining ethical design, customization, and environmental responsibility.
      Value
      • Sustainability
        • Uses recycled metals, natural fibers, and up cycled materials to reduce environmental impact and support circular design.Craftsmanship.
      • Craftsmanship
        • Each piece is carefully handmade to ensure durability, safety, and artisanal quality.
      • Customization
        • Allows pet owners to up cycle personal jewelry, creating unique and emotionally meaningful items.
      • Transparency
        • Practices ethical sourcing and shares clear, honest information about all materials and processes.

      Target Audiences & Marketing Strategy
        1. For Targeting_

        Pricing
        • Standard Accessories ($20–$60)
          • Affordable, durable products.
          • Made from recycled metals and organic cotton.
          • Appeals to budget-conscious, eco-aware pet owners.
        • Personalized Jewelry ($100–$180)
          • Customizable designs with up cycled materials.
          • Ideal for meaningful, sustainable gifts.
        • Premium Custom Pieces ($180+)
          • GRS-certified metals and customer-supplied jewelry.
          • Targets premium buyers seeking exclusivity.
        Process_Transparency and Sustainability
        • User-Friendly Online Store
          • Detailed product information and certifications (e.g., Cradle to Cradle, OEKO-TEX®).
        • “Return and Remake” Program
          • Customers send unused jewelry for transformation into pet accessories.
          • Reduces waste and fosters emotional connection.
        • Storytelling Approach
          • Video tours and social media posts show the up-cycling process.
        • Sales Channels
          • Primary: Online store.
          • Secondary: Eco-friendly pop-ups, exhibitions, and sustainable pet store collaborations.
         Promotion/Tactics_Inspiring Sustainability
        • Social Media Ads
          • Platforms: Instagram, YouTube.
          • Focus: Up-cycling transformations and testimonials.
        • Video Campaigns
          • Highlights: Up-cycling process and eco-conscious customer stories.
        • “EcoPaws Green Club” Loyalty Program
          • Rewards for participating in sustainable practices (e.g., “Return and Remake” program).
        • Special Events & Campaigns
          • Celebrate Earth Day with discounts.
          • Host workshops and exhibitions to showcase product value.
        2. For Targeting_

        Pricing
        • Accessible Pricing
          • Mid-range pricing for stylish, customizable accessories.
          • Tiered customization options for premium personal touches.
        • Bundled Discounts
          • Discounted “birthday bundles” with collars, charms, and toys.
        • Seasonal Promotions
          • Limited-time offers during holidays and pet-centric seasons.
        • Loyalty Points
          • EcoPaws rewards repeat buyers with points for discounts, exclusive items, or free gifts.
        Process_Seamless & Personalized Shopping
        • Advanced Customization Tools
          • Tailor purchases with engravings and color selections to fit popular themes.
        • Transparency Through Storytelling
          • Behind-the-scenes videos on sustainable practices and craftsmanship.
        • Strong E-commerce Presence
          • Platforms: TikTok and Instagram for engaging and straightforward purchasing.
        • Pop-up Store Collaborations
          • Trendy locations in college towns and urban centers for direct audience connection.
        Promotion/Tactics_Fun, Trendy, Sustainable  Engagement
        • Social Media Ads
          • #EcoPawsPetParty TikTok challenge: Pet owners share creative entries to win prizes.Instagram polls and Stories: Followers vote on new charm designs.
        • Targeted Ads
          • Highlight seasonal collections and customization options.
          • Emphasize sustainability to resonate with Gen Z values.
        • Influencer Collaboration
          • TikTok and Instagram influencers showcase EcoPaws in celebrations and unboxing videos.
        • Seasonal Promotions
          • Limited-edition collections for holidays (Valentine’s Day, Christmas).
          • Gift bundles for pet milestones.
        03.
        implementation plan & Evaluation        Building on the identified target audiences, this section outlines a phased implementation plan that translates EcoPaws’s positioning into actionable campaigns. It details strategies across advertising, influencer engagement, seasonal promotions, and partnerships, followed by a clear evaluation framework to track performance, customer engagement, and long-term sustainability impact.
        Implementation Plan
        Phase 1 _Months 0-3
        • Campaign Theme_‘EcoPaws: Celebrate Pets, Sustainably’
          • Resonates with Millennials and Gen Z by blending fun, purpose, and sustainability.
        • Digital Ads 
          • Millenials: Google Ads focused on sustainable products.
          • Gen Z: dynamic TikTok/Instagram ads with visual storytelling.
        • Social Media Hashtags
          • #EcoPawsGreenSteps for Sustainability Advocates to share eco-friendly practices.
          • #EcoPawsCelebrates for Gifting Enthusiasts to celebrate pets in style.
        • Influencer Partnerships
          • Collaborate with eco-conscious pet influencers to authentically showcase EcoPaws products to niche audiences.
        • PR Outreach
          • Pitch stories about EcoPaws to pet blogs and sustainability media outlets to highlight our innovative, eco-friendly approach.
        • KPIs
          • Achieve 10,000 hashtag uses, a 2% click-through rate on ads, and 10+ media mentions to measure success.
        Phase 2 _Months 4-12
        • Seasonal Campaigns
          • Launch eco-friendly charm bundles and themed collections for Spring and Summer.
        • Email Marketing 
          • Sustainability Advocates: Updates on the Return and Remake Program, sustainability tips, and exclusive discounts.
          • Gifting Enthusiasts: Reminders for pet milestones and previews of limited-edition collections.
        • Hybrid Pop-ups
          • Host events in eco-conscious cities like Austin and Portland, featuring in-person experiences and live-streaming to expand reach.
        • TikTok Live Celebrations
          • Host virtual pet celebrations to engage customers and encourage user-generated content showcasing EcoPaws accessories.
        • KPIs
          • Track engagement with a 20% email open rate, 15% video engagement, and a 10% increase in seasonal revenue.
        Phase 3 _Months 12-24
        • Retargeting Ads
          • Use data from website visits and email campaigns to target high-interest audiences, boosting conversions with personalized messaging.
        • Exclusive Drops
          • Introduce limited-edition collections and collaborate with top pet influencers to create urgency and appeal to Gen Z’s love of unique, trendy items.
        • User-Generated Content Campaign
          • Launch the ‘EcoPaws Style Challenge,’ inviting customers to dress their pets in EcoPaws accessories and share their posts for prizes, amplifying brand visibility.
        • Corporate Partnerships
          • Partner with eco-conscious retailers and pet-friendly hotels to expand distribution and reinforce our premium, sustainable brand identity.
        • KPIs
          • Achieve 500+ user-generated posts, a 5% TikTok Shopping conversion rate, and 15% of total revenue from partnerships.
        Evaluation Method