Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Thumb 0
  • Thumb 1

Purina
How to build awareness with content project PETS Purina and Mail.ru

RAN IN: Russia

CLIENT
Nestle Russia LLC


Mail.Ru Group

AGENCY
Nestle Russia *Lead Agency


Mail.Ru Group *Lead Agency


SUMMARY

Pets Mail.Ru is a new media created by Purina and Mail.Ru Group with a purpose of providing pet owners across Russia with answers to all their pet care queries. Supported by Purina, the project offers content grouped in different sections with clear instructions on how to take care of pets or any advice can be obtained through the "Vet online". The brands’ messages are integrated into the content in the most possible native way. During all project time we reached 8,792,749 unique visitors and 82% of them are pet owners and increased Purina brands awareness.

CASE VIDEO


Audience: We target pet owners who represent 72,1% of Russia’s population. Among them, 54% are cat owners, and 25% are dog owners (Romir, cities 10k +, 0+, December 2017).According to the study by Russia’s Public Opinion Research Center and Purina (Role of Pets in Human Life, 2016), 90% of the population believe that pets make them happy. Therefore they look for information that helps them take good care of their pets. According to Google, ‘Pets and Animals’ is among top 3 FMCG queries, which indicates pet owners’ need for the Internet information sources.

Objectives: Communication goal:1. Increase awareness of Purina brands – Purina One, Pro Plan, Cat Chow, Gourmet – by at least 3 p.p. (OMI, Measuring Pet Owners Awareness, 2018), which presented a serious challenge in the given market conditions.2. Build the brands’ reach of 7,5 million internet users, with at least 75% of them being pet owners (OMI, rb.mail.ru, Pet Owners Verification, 2018).Commercial goal:1. Increase sales by 18% through combined marketing efforts, while the annual category growth was 10% (Nielsen Retail Index).

Type: B2C

Language: English, Russian