Petcentric by Purina is driven by the notion that life is better with pets, and they needed to share this message. To get into peoples’ social feeds, they needed a completely new and clever strategy. Petcentric engaged the Deep Focus Moment Studio, the agency’s creative newsroom for hire. Its real-time social creative production team generates engagement-optimized visual and video content that appeals to the interests and sensibilities of brands’ target audiences. We shot, produced and published a steady cadence of owned content that illustrated the joy of bringing pets into your life. Through the real-time efforts of the Moment Studio, we created a publishing program that rivals sites such as Buzzfeed. To achieve a step-change in reach, we monitored each content item and when one hit threshold virality organically, we boosted it via paid media and pushed it into more news feeds, pushing even more engagement and even leading to an improvement in the brand’s Facebook edgerank score.The results were stunning. In the first six weeks engaging with the Deep Focus Moment Studio, Petcentric has achieved a 28-day reach of more than 38 MM unique users on Facebook alone and, as a bonus, acquired nearly 350,000 additional likers. Individual posts achieved incredible engagement: one post received nearly 200,000 likes and nearly 20,000 shares. This same post received Viral reach of over 1.7MM and an overall reach of nearly 15MM. The program has also created unprecedented earned success. One unpaid post received combined organic and viral reach topping 150,000, a virality rate of nearly 14% and a PTAT over 13,000. Because this asset was created with Deep Focus’s Moment Studio, the cost per engagement was fractions of a cent and the asset is wholly owned with rights in perpetuity, costing Purina a fraction of traditional creative. We have seen the following since Petcentric and the Moment Studio at Deep Focus embarked on this program: • A 49% increase in fans (likers), without paid acquisition ads. • A 312% in PTAT (People Talking About This, Facebook’s measure of interaction with content). • A 395% increase in monthly reach, going from just under 8MM to just over 38MM. • A 120% increase in mobile penetration. Most importantly, we have spread the joy of pet ownership to millions, and furthered the Petcentric brand mission.
http://submissions.deepfocus.net/purina/petcentricmomentstudio/ https://www.facebook.com/PetcentricbyPurina
