Purina

Content

Challenge

Reposition Purina as a leader in the pet care world and drive engagement amongst the target audience of pet owners.

Data

  • Behavioral research showed that today’s consumers respond best to personalized content.
  • Belief data revealed pet owners feel mom and pop pet care shops are more intimate and trustworthy.
  • Social listening revealed that millions of conversations about pets happen on social platforms every month.

Insight

To increase engagement amongst Purina’s global target audience, we would need to reframe Purina as a more intimate company and connect with its audience frequently—on a mass scale.

Action

We created a bespoke team of social strategists, placing them on site in Purina’s office.

Using our social listening tools to evaluate pet owner’s conversations, our team quickly crafted clever, intimate and personalized content, directly responding to each individual pet owner within 2 hours of the original post.

We tracked engagement around our new content and conversations, optimizing successful posts to stay relevant and top-of-mind.

Results

100% lift in Twitter mentions .

86% increase in overall response rate.

6 million quality impressions.

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