#PuppiesNeedColostrum

2. Analysing consumer insights from real conversations

Before driving the campaign, we analysed existing conversations in the above communities to understand the discussion, pain points, and ideas members had regarding pet food. We observed that -

• Members actively gave and looked for recommendations about the food that they provide to their pets.
• They discussed what they do to maintain good hygiene and health of their pets.
• They discussed ways to train their pets.

With members actively discussing the pet nutrients, we focused on creating conversations around the benefits of colostrum for healthy and happy pets.

3. Community Marketing campaign idea

Aligning the brand objective and our approach, we planned a two-phase campaign for the brand.

The campaign's first phase was a UGC-led campaign that focused on educating members about colostrum in puppies' diets. The admins led the campaign by sharing the benefits of colostrum in puppies' diets and boosting awareness of Purina Pro Plan, which also comes with colostrum and enhances immune response. They shared playful and happy pictures of their pets and placed the Purina Pro Plan packet shots in their photographs.

In the second phase, we focused on strengthening the association of brands with the members by making members understand the benefits of giving kibble to puppies and helping them with a detailed feeding guide. In this phase, the admins shared their experience of how keeping their puppies on kibble helped achieve health benefits and proper nourishment for their puppies. They shared their trust and why Purina Pro Plan made their favourite product for pets. The admins also encouraged the members to share the benefits they see by giving kibble to their puppies and feeding Purina Pro Plan.