Sucess story

Purina ONE®: Supporting the pet owner through the different stages of the consumer journey

Type of project

Direct to Consumer

Sector 

Pet food

Year

2020

Perfiles

Visual Design

Project Management

Consultant

Business Strategy

Content

Marketing Automation

CRM Consultant

Data & Analytics

+85%

Crecimiento

Database growth

+16%

Open rate increase

 over previous year

+62%

Participation rate

VS other brand dynamics

With the need to increase sales in Panama, Purina ONE® seeks with its new campaign Reto One, to generate awareness and recommendation from those users who try its product and see the visible benefits in their pets. In this context, BeRepublic helped to define the strategy, execution and measurement of the campaign to meet its objectives.

 

Through the personalization of the campaigns, we sought to generate this support for the pet owner, gaining loyalty and recommendation.

 

Type of project

Direct to Consumer

Sector

Pet food

Year

2020

Profiles involved

Visual Design

Project Management

Consultant

Business Strategy

Content

Marketing Automation

CRM Consultant

Data & Analytics

Starting point:

With Purina ONE®, awareness campaigns were carried out with focused investment in Paid Media. In 2020, it was decided to focus more on attraction and loyalty actions in the different digital touchpoints with more personalized actions to gain user consideration and recommendation.

The Purina ONE® product has the differentiation that visible results can be seen in the pet’s health in 28 days, which is why it proposed a strategy based on product testing.

Project objectives:

Definir una estrategia de campaña buscando el awareness y recomendación de marca con un plan de captación con sampling masivo, operativa de reparto de kits ligada a la activación de un flujo automatizado de acompañamiento, campaña de influencers y acciones de conversión con partners aliados buscando el click to buy.

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An automated flow was programmed in Salesforce for 28 days, starting once the sampling product was delivered to the users selected to do the Reto One challenge.

Strategic focus:

  • Campaign definition

We define the campaign strategy in the different digital touchpoints of the brand, acquisition, sampling, automation of flows, actions with influencers and conversion actions with discount codes to encourage purchase.

  • Define the operating model

We are also in charge of the logistic model of the sampling delivery and the client services of the people selected for the challenge in order to ensure a correct business operation.

  • Definition of project Kpi’s

We defined the KPI’s for each of the different channels and held weekly meetings with the client to monitor the project and make decisions based on the results obtained.

  • Acquisition and awareness phase

After an action to acquire leads with Paid Media investment in Social, 500 users were selected to take the Reto One challenge through the delivery of a product sampling. All the logistics of contact and delivery of the food were performed in a period of one month.

 

At the same time, media investment was made with pieces focused on awareness showing the benefits of Purina ONE® and the influencer campaign was activated with the same objective.

  • Consideration and conversion phase

An automated flow was designed to be activated once the user received the product and thus be able to accompany them through the different changes they would see in their dog’s health.

In the last phase of the flow, when the user was running out of food, they received a discount code for the purchase.

To gain insights from the campaign experience, they were impacted with a satisfaction survey.

Results

  • The loyalty of the user who tried the ONE product was achieved by the challenge’s accompaniment.

  • 91% of the users who took the challenge were satisfied with the results of the product and would buy Purina ONE® again.

 

 

“Results monitoring and team coordination was key to achieving objectives

CAROLINA OLIVA

CONSUMER PROMOTION MANAGER

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