The pet food brand created shareable and viral content through its pet lifestyle website, gaining fans and deeper mobile penetration.
Nestlé’s pet food brand Purina aims to generate a culture
around pet ownership via its Petcentric.com site.
However with its audience shifting the way it consumes
content, and in particular sharing it between themselves, it needed a new
strategy to reflect that.
Deep Focus’s Moment Studio devised a ‘feed-first’ strategy
for Purina, which focused on creating lighter and more shareable content, (much
like Buzzfeed.) This content would then appear on the news feeds of social
media sites like Facebook and Twitter, which can easily be read on mobile
It also built a strategy around creating real-time content
with a focus on shareable images. For example, it posted an image of a kitten to
Twitter during the Oscars to highlight all the noise other brands were making
around the event.
As a result, Petcentric.com more
than doubled its mobile penetration, from 20% of its total audience to 44%.
Since October last year it has seen a 49%
increase in fans, without paid acquisition ads, and a 395% increase in monthly