We worked closely with Purina to showcase how the company is full of real, animal-loving people by launching an “always on” campaign. We used social media to highlight Purina animal-loving employees and fans — people with real stories and strong, loving connections with their pets. We used research and social listening to create an operation that allowed us to discover the topics pet lovers care about most, evaluate conversations to see where Purina could add value, then craft expert content to respond quickly. We then tweeted directly at the people discussing the topic and listened to see what popped.

With an average identification-to-response time of 2 hours, we joined in pertinent conversations with speed and relevancy. This real-time, one-to-one content is exciting pet lovers everywhere while also showing the world Purina’s deep passion and expertise. The entire workflow has been integrated into Purina’s overall marketing strategy.

As an ongoing project, early indicators point to success.

•35x lift in mentions of @Purina on Twitter

•64% social response rate

•We’ve sent over 5,500 personalised Tweets

•14MM Personalised Impressions

•21.2% increase in online brand reputation