Looking at the market and consumer changes through the lens of budget limitations we can see that traditional CRM programmes are either condemned or over used. The challenge for Mars was to launch a programme that could involve all its pet food brands without losing sight of client trends and behaviour.

We had created Petnet, an online community where animals could “talk”. A space where consumers can get together freely and independently, take the lead and make a community come alive by taking on the role of their pets. The novelty of having an Internet space exclusively for cats and dogs – where people talk as if they really were animals – was the campaign starting point. As soon as they learned about the site, pets couldn’t disguise their amazement. The brands got the same information they would from a traditional CRM programme, but given in a voluntary and more spontaneous way.

Petnet’s results speak for themselves. As of Mars, Petnet had 24,757 active profiles. During the most active phase of the campaign, new profiles were at 60% and the online banner campaign got over 45,000 hits directed to Petnet. Numbers aside, Petnet generated interest both in terms of media coverage and public adherence, which is why it continues to grow and evolve: a clear sign of success in view of the parameters initially laid down.