Pets

Purina Russia, Purina One

Goal

Increase awareness about Purina ONE’s health-benefits among highly-targeted consumers.

Activation

Cat owners who demonstrated a high-level of concern for their pets’ health were selected to try Purina One. They were educated about product quality and took part in a 3-week challenge to test the effect Purina One had in their feline friends’ health.

Result

 267K Conversations about the product

 289K Online impressions generated

 98% Insiders said product met or surpassed their expectations

 81% Purchase intention

 4.7K Content pieces produced by consumers