Wags, Whiskers, and Cause-Based Wins with Virginia Chavez + Bonus Interview with Jenny Force

Jun 27, 2025

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How do you turn a nonprofit’s mission into a heartwarming and impactful social media experience that resonates and inspires action? Virginia Chavez, Content Manager at PetSmart Charities, joins the show to share how her team uses authentic storytelling to inspire and build community around pet adoption. She explains how they tailor content by platform, foster meaningful engagement, and prioritize stories that reflect their values. Virginia also emphasizes the power of collaboration, showing how relying on your team can turn big, ambitious ideas into impactful, resonant content. This episode also features a bonus interview with Jenny Force, Global VP of Demand Generation at Meltwater, who speaks with Zontee about their recent Meltwater Summit.

Full Episode Details

Virginia joins host Jennifer Harmon on this episode of Social Pros to share how her team at PetSmart Charities uses storytelling to spotlight their mission of keeping people and pets together. She dives into the creative strategy behind their “11 millionth adoption” campaign—framed like a reality dating show—and how it was tailored differently for each major social media platform. Virginia also explains how collaboration, pre-planning, and staying true to the brand’s authentic voice help their content resonate across audiences. She and Jennfier discuss the importance of bringing others into the creative process early, and relying on your team for feedback, support, and ideas that make the work stronger. It’s an inspiring look at how social teams can turn mission-driven content into powerful, heartwarming stories that drive real-world impact!

Then, host Zontee Hou sits down with Jenny Force, Global VP of Demand Generation at Meltwater, to discuss key takeaways from the 2025 Meltwater Summit. She shares the top trends shaping marketing and PR today—including AI, agility, brand authenticity, influencers, and misinformation—and explains how brands can stay ahead by using data, embracing collaboration, and leaning into strategic experimentation.

In This Episode:

3:21 - PetSmart Charities and their mission
5:46 - Virignia's role as Content Manager
7:42 - Balancing hybrid roles in digital and social
11:40 - Balancing efficiency and automation while still humanizing the brand
15:02 - How to secure employee & executive participation for social
20:40 - The reality show-like 11 million adoptions campaign
26:29 - Successful pre-production to help campaigns thrive
28:38 - Taking the leap on ambitious ideas
31:05 - The importance of collaboration in all types of storytelling
33:56 - PetSmart Charities' social strategy described in one sentence
34:31 - How authentic social media work fits into big-picture brand strategy
38:10 - Andy’s advice for aspiring social pros
41:40 - Interview with Jenny Force of Meltwater

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