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 the 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.
Purina Pro wanted to drive meaningful conversations around benefits of colostrum for pets and position itself as one of the most nutritious food/brand for pets.
“Purina Pro Plan aimed to generate organic word of mouth and build brand RTBs for their product by reaching out to pet parents.”.
Purina Pro Plan took an insight-based Community Marketing solution to reach out to pet parents by engaging with 54 pet parent communities with over 2.2 million members to educate them about the benefits of colostrum for puppies.
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 -
With members actively discussing the pet nutrients, we focused on creating conversations around the benefits of colostrum for healthy and happy pets.
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.
The brand received a strong association with ‘Colostrum’, ‘Healthy’, and ‘Immunity’. The members actively engaged, shared their intent to try the product for their puppies, and referred to the brand as rich in colostrum.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts
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