True Instinct 28 Day Challenge Campaign

Purina One Dog Food

Visual Design / Motion Design / Social Media

challenge

We were tasked to create a social conversion and reach campaign that capitalized on the successes our social team had built up with Purina ONE Dog. The goal was to engage new consumers and push conversions through the Purina One 28-Day Challenge.

solution

Using established best practices and learnings from the previous year, I streamlined the look, tone, and feel of the ads to better suit the goal of the True Instinct product. A series of post options were cycled through AB testing in-market. The established brand and large market share Purina ONE has allows the ability to push the brand messaging to the forefront and reap the benefits.

The result

Made at Nestlé Purina PetCare - The Feed

While a smaller-than-typical campaign, we efficiently yielded above-median reach, incremental sales, ROAS (Incremental Sales per $1 Spent), and incremental sales per thousand impressions (DPM) compared to other Facebook campaigns. The ads generated a return on advertising spend of $3.53 for Purina ONE when the average for CPG Facebook norm across all brands was only $1.16. The campaign had a 3.2% incremental lift among exposed households for Purina ONE Dog; 2.5% for Total Purina ONE.

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