Purina Pro Plan Community Marketing by Convosight Case Study
for Brands

Nestle Purina Pro Plan strives to make your pet’s best life possible through the power of nutrition. The brand believes in creating food that nourishes the whole pet, from giving them energy to chase a ball or conquer a feather, to providing them with cutting edge nutrition that gives them more healthy and happy years with you. The brand is guided by the belief that pets and people are better together.

The brand has spent years building trust among customers, and they go the extra mile to make sure it stays that way for the next hundred years. To them, no detail is worth overlooking when it comes to taking care of pets.

Purina Pro’s Objectives

Purina Pro’s team of global scientists, including nutritionists, continuously aim to make discoveries that better the lives of pets everywhere, everyday. All pet parents wonder about the quality of the pet food given to their pets and that's why the brand works hard to ensure that their products are perfectly safe for pets. With this aim, the brand wanted to reach out to the pet parents and educate them about the benefits of colostrum for puppies.

With Facebook Communities being the largest conversation forum in India (& the world), Purina Pro explored partnering with Convosight to reach out to communities and drive meaningful conversations and trials of the product while showcasing the benefits of the product.

Our Approach

To begin the ideation of the campaign, we first analyzed the relevant communities and category conversations to find out the relevant discussion, pain points, and ideas that members may have been having. Accordingly, to achieve the brand objectives, we selected the most relevant 54 pet parent communities with over 2.2 million members.

Campaign Structure

54
Communities
2.2M
Members
54
Communities
2.2M
Members

Our Strategy

Aligning the brand objective and our approach we planned a two phase campaign for the brand.
The first phase of the campaign was a UGC led campaign which focused on educating members about colostrum in puppies' diets. The campaign was led by admins sharing the benefits of including colostrum in puppies' diets while giving a boost to the awareness of Purina Pro Plan, which also comes with the benefits of colostrum and enhances immune response. This was shared with playful and healthy pictures of their dogs and they also placed the product packs in the image.
In the second phase, we focused on strengthening the association of brands with the members by focusing on making members understand the benefits of giving kibble to puppies and help them with a detailed feeding guide. In this phase, the admins shared their experience of how keeping their puppies on kibble helped to achieve health benefits and proper nourishment for their puppies and they shared their trust and the reasons that made Purina Pro Plan their favorite product for the same. The admins also encouraged the members to share the benefits that they see by giving kibble to their puppies and encouraged them to feed Purina Pro Plan to their puppies.

Solution types

Static Posts

Results 📈

1.7K
Brand Mentions (an increase from 1.4K- the target before the campaign)
3120
UGCs (received 1141 distinct posts)
71%
Brand Share of Voice (an increase from 8.1% during the campaign)

The Big, Beautiful Highlights

  • The brand overachieved its target in the first intervention itself. There were 1782 mentions for Nestle Purino Pro Plan. The 70.4% (1256) of the total brand mentions had a high positive emotional attribute and 45.6% (814) of total brand mentions were intent based.
  • The members actively participated in the campaign by sharing their experiences and benefits for the product.
  • Within a span of just 30 days the brand received 3120 UGCs with 1141 distinct posts. The total reactions and comments received exceeded to 19K+ from the target of 14K set before the campaign.

The first intervention successfully ended with the brand receiving a share of voice of 71%, an increase from the 8.1% SOV before the campaign. The brand received a strong association with ‘Colostrum’, ‘Healthy’, and ‘Immunity’. The members actively engaged and shared their intent to try the product for their puppies and referred to the brand as rich in colostrum.

Top Performing Communities 🥇

Real People Real Conversations 💬

The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.

Interested in working together?

Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.

More case studies

  • 50,000+

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  • 500M+

    Members

  • 75

    Countries

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