Purina One

Goal

Increase penetration by demonstrating the superiority of the product through peer-to-peer experiences.

Activation

An intensive experience-based programmme, followed up with a 3-week challenge. The highly visible effects sparked strong advocacy for the brand. The advocacy programme was supported with an online ‘Cat Walk’ activation, featuring the best pictures.

Results

  • 1.3M

    face-to-face reach

  • 7min

    Average conversation time

  • 271K

    peer-to-peer demo & sampling

  • 352K

    private social media reach