Purina PetCare
Dual messaging brings Purina PetCare purrfect results
Promoting two product lines at once helped Purina PetCare unlock new growth.
Goal
Cat parents need both food and litter. Purina PetCare sells both kinds of products. So the team realized: Why not market both product lines together?
With an eye on driving purchase intent for two product lines at once, the team explored solutions that could help get eyes on both brands, from the same audience. They knew Pinterest reaches actively engaged pet owners who consistently search for new ideas—so it was the ideal place to test this new approach.
Strategy
Purina PetCare partnered with agency Openmind to develop a strategic messaging strategy that would highlight both product lines. One set of assets focused on their Whole Cat Care line, highlighting cat product offerings. The other focused on the Tidy Cat range, showcasing their litter products.
Their ads invited cat owners to explore multiple products, using a mix of imagery and playful copy to catch people’s eyes. The team also experimented with direct tie-ins to pop culture trends. For example, one set of ads took inspiration from dating apps and showed cat paws swiping right or left on cat care products. Another used a slot machine concept to highlight multiple products at once. These fun, playful ads helped the creative stand out, and provided robust product information in an easy-to-consume format.
Their media strategy targeted both current and prospective cat owners, extending their reach. With clear value props and calls to action, the ads made it easy for people to discover all that Purina PetCare has to offer.
“
We’d always been really successful with brand building on Pinterest but we worked with the team to fine tune our short term activation strategies and saw tremendous lower funnel success.”
Antonia Farquhar,
Global Head of Media and Partnerships, Nestlé
Results
The campaign delivered impressive results, achieving an 8.6x return on ad spend.1 The team also measured a 38% uplift in incremental sales, with a substantial portion from new brand buyers.1
At a higher level, Purina PetCare’s campaign really stood out from others on Pinterest. They achieved best-in-class performance within the pet care category on Pinterest, with the strongest results among users exposed to both brand messages.
Resources
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