As a leader in the industry and having the honor of being the most trusted brand in their category, Purina holds a rich portfolio of 24 pet related products and a loyal customer base. For most brands, this recognition would be satisfactory, but people’s behaviors are changing and Purina was encountering a new market problem: not seeming personal enough compared to the new crop of “mom and pop" competitors. Wanting to relate and build on its leadership position as a pet loving, personal company at scale, Deep Focus took on the challenge of helping to show TRUST with pet lovers everywhere. Just as mobile and social technologies have made interpersonal connections more important than ever to brands, we worked closely with Purina to showcase the company is full of real, animal loving people by enacting an “always on" campaign. This always on campaign uses social media to highlight Purina employees and fans, which are animal loving people. These people have real stories and real connections with their pets. We used research and social listening to create an operation that allows us to discover the topics pet lovers care about most, evaluate conversations to make sure Purina could add value, then craft expert content with the help of our unique Moment Studio to quickly respond with one of four different content production values adjusted to the importance of the conversation. We then tweet directly at the people who are discussing the topic and listen to what pops. With an average identification to response time of around 2 hours, we interact with pertinent conversation quickly and relevantly. This real-time, one-to-one content is exciting pet lovers everywhere while dually showing the world Purina’s deep passion and expertise. The entire workflow has been integrated into Purina’s overall marketing strategy, underscoring the success and importance Trust has been to Purina. As a current/ongoing project, all early indicators point to success. How? • 100x’s lift in mentions of @Purina on Twitter • Response rate is at 86% for our social content • We’ve sent over 5,500 personalized Tweets • Achieved 6.5MM personalized, quality impressions • Purina’s equity measurements have skyrocketed since engaging in the campaign, with no end in sight
