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Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020

Purina

6 Influencers, heaps of content, and a $100,000 ROI for Purina in Singapore

Keep your pet happy, healthy and strong with Purina®. Bright eyes, a shiny coat and a playful personality are the telltale signs of any healthy pet, and it all starts with a proper diet. As one of the global market leaders in pet food, Purina is leading the way when it comes to advancing the science of nutrition, health and food products for pets.

6

Influencers

385,000

Impressions

12,000

Engagement
Client
Purina
Location
Singapore, Singapore
Industry
Pet
Yearly revenue
11.2 bln
Client
Purina
Location
Singapore, Singapore
Industry
Pet
Yearly revenue
11.2 bln
Social networks activated for this campaign

Background

A dog’s best life is made possible through the power of nutrition. Purina strives to help dogs to be energetic and resilient, while maintaining an ideal body condition, healthy skin and a stunning coat at every stage of life. The Purina Pro Plan is dedicated to helping owners discover their dog’s full potential through high-quality, great-tasting nutrition and expert resources - giving dogs the chance to be - and feel - exceptional. Whatever your dog’s needs are, there’s a Pro Plan dog food formula that’s ready to meet. In order to meet the special needs of senior dogs, Purina developed the Pro Plan Bright Mind which can help improve memory and trainability and reduce the signs of aging.

Strategy

Influencers based in Singapore who are the owner of a dog of 7 years and older with a strong Instagram presence were invited to participate in this campaign. The influencer and their loyal companion can seize the great opportunity of conducting a 30-day review of the Purina Pro Plan Bright Mind product and cover the experience on their Instagram channel.

Offer Distribution

User clicks on content with a CTA to save the offer

Landing page offer

Users can add the offer to their mobile wallet

Offer on device

Direct-to-consumer communication & conversion tracking is enabled

Push notifications

User gets notifications in real time

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6
Influencers
385,000
Impressions
330,000
Reach
12,000
Engagement
96,000
Return on Investment

Everyone knows that photos and pictures of happy pets really light up social media, so asking influencers to make their pet - and Purina® Pro® - the toast of your social network worked like a charm. With 7 influencers creating studio-worthy content, Purina® Pro® received extraordinary high engagement rates on their campaign.

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