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Repositioning Purina as an intimate company and leader in the pet care world.

Behavioral research revealed that consumers respond best to personalized content.

Belief data showed that pet owners feel mom-and-pop shops are more intimate and trustworthy. Social listening revealed that millions of people are talking about pets on social every month.

We created a team of social strategists. We placed them on site in Purina’s office to evaluate pet owner social conversations and quickly craft clever, personalized content to respond to individual pet owners with. We tracked engagement around our content, optimizing successful posts to stay relevant and top-of-mind.

The Impact

100%

lift in Twitter mentions

6M

impressions

86%

increase in overall response rate