The CHALLENGE:Over the past few years, Dog Chow suffered a severe loss in market share. We needed a strategy that could halt the consumer's desertion rate, a CRM plan. However, we needed an activation plan that would help us launch our CRM platform.

The RESULTS:- The goal was to obtain a data base of 100,000 registries in 6 months, we accomplished it ONLY 2 MONTHS.- Over 13,500 people started to follow us on Facebook.- The initiative had great media coverage thus doubling the investment.- Over 42,000 kilos of Dog Chow food were delivered to stray dogs.- 17% of the Gift Cards were redeemed, when a good average is only 3%.- We did the biggest sampling in the category so far.- During the Campaign, channel sales increased up to 11%.- With these results, Nestlé Purina pet care worldwide decided to reproduce this activity in various countries around the globe