Rover’s “We Get Your Pet” campaign, launched in collaboration with Orchard Creative, focuses on showcasing the emotional bond between pets and their sitters, rather than delving into app features. The latest ads emphasize the individual needs of pets, highlighting how sitters understand their routines and preferences.
A standout example is the ad featuring Cookie the Cat, who loves chasing soap bubbles. Instead of showcasing the app’s interface, the ad focuses on the joy and reassurance a pet owner feels knowing their pet is engaged and happy in their absence.
The campaign has seen impressive performance metrics, ranking in the top 1% of mobile app ads based on both short- and long-term ratings, and achieving the highest brand fluency scores for Rover in recent years. The success illustrates the power of emotional storytelling in advertising, reinforcing that understanding and caring for pets creates a strong connection.
The key takeaway for app developers is to communicate the emotional benefits of their service, creating ads that resonate deeply with potential users.
