Being one of the smallest dog food brands in Singapore, Nestlé Purina Pro Plan faces stiff competition from longstanding brands such as Hill’s and Royal Canin. Competitors have long entrenched their connection with consumers through strong advocacy from vets and wide distribution and a variety of product offerings suitable for various needs.
The agency was presented with an uphill challenge to increase awareness of the brand from its competitors in the ever-crowded category, driving off-takes to meet year-end sales targets within a very short span of time.
With a CSR angle to target the masses and collaborations with animal organisations and pet retailers, the campaign followed through an integration of through the line activations to connect the brand and consumers. We began the campaign with a very special (and surprising) communication piece – a Doggie Jingle!
A microsite was also set up to let consumers know more about the campaign, driving purchase and donations to the pet retailer’s online store. Influencers who were dog owners were also engaged to be part of this charitable campaign.
This campaign showed how appropriate content paired with specific communication vehicles amplified and integrated the activations, differentiating the brand from competitors. Leveraging on the festive period and driven by key insights of the target audience, the campaign achieved amazing results.