PetsRPals Digital Marketing Campaign - Customer Personas

Customer Personas & Channel Strategy | PetsRPals

Persona 1: Elizabeth Harper

Elizabeth Harper Persona Image

Pet: 7-year-old cat named Leo; 3 year old cat named Felix

Location: Portland, Oregon

Job & Income: UX Designer, $78,000/year

Age: 29

Pain Points

  • Concerned about artificial ingredients
  • Small living space & "cat smell"
  • Cat has mild digestive sensitivity
  • Wants aesthetically pleasing products
  • Overwhelmed by low-quality online options

Digital Behaviors

  • Shops online and reads reviews thoroughly
  • Typical online shopping experiences: Etsy, Wayfair, Target, Chewie, Jerry's Artarama
  • Subscribes to wellness newsletters
  • Mostly follows brands on social media
  • Searches for organic and eco-friendly pet products
  • Saves items on Pinterest before purchasing

Other Interests: Sustainable living, home decor, houseplants, yoga, plant-based cooking, reading, painting

Preferred Platforms: Instagram, Pinterest, YouTube

Preferred Content: Aesthetic photography, educational posts, ingredient breakdowns, natural lifestyle, pet owner humor, ASMR

Persona 2: Ezra Thompson

Ezra Thompson Persona Image

Pet: 3-year-old Beagle named Chalupa

Location: Austin, Texas

Job & Income: Digital Marketing Coordinator, $62,000/year

Age: 24

Pain Points

  • Dog chews through cheap toys quickly
  • Wants durable yet stylish gear
  • Interested in training content
  • Budget-conscious but values quality
  • Dog is destructive when bored

Digital Behaviors

  • Heavy Instagram and TikTok user
  • Watches short-form dog training videos
  • Watches how-to videos
  • Clicks influencer recommendations
  • Makes mobile purchases
  • DIY projects
  • Online shopping on Walmart, Amazon, PetSmart, REI; TikTok shop

Other Interests: Fitness, weekend travel, craft beer, tech gadgets, outdoor activities, (hiking, camping, fishing, etc.)

Preferred Platforms: TikTok, Instagram, YouTube, Reddit

Preferred Content: Short-form video, product demos, UGC, humor

Step 5: Recommended Marketing Channels

  • Instagram (Organic + Paid): Visual storytelling, UGC, product tagging, and retargeting ads to build awareness and drive conversions.
  • TikTok (Organic + Paid): Short-form videos to engage younger audiences and showcase product durability and wellness stories.
  • SEO + Blog Content: Educational articles targeting organic search intent to drive long-term traffic.
  • Email Marketing: Segmented automation campaigns for retention, abandoned cart recovery, and loyalty building.
  • Google Search Ads + Retargeting: Capture high-intent buyers and convert website visitors who did not initially purchase.

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