The mainstream approach to ‘premium pet health’ wasn’t working. After three years of traditional TV, TV and more TV OPTIMUM had failed to gain any traction with consumers. A new approach was clearly needed. We had to connect with cat and dog owners whose wellbeing was at the centre of their belief system, and therefore treated their pets with the same human wellness values. Whilst our consumers actively pursued information to improve their wellbeing, they were cynical about health claims. We had to throw out traditional FMCG rules. Driving mass brand awareness was not the answer; the key was for consumers to prove the efficacy of this product for them, once proven they would become advocates. Our strategy was to be 100% about driving TRIAL and advocacy through deep engagement and CRM.

Sales up by 28% YOY. Penetration + 32% YOY. 22K+ CRM members YOY results were outstanding. The brands penetration has increased by 32%+. Sales increased by 28%, well exceeding the category growth of 18%. We quickly exceeded our 2007 CRM database target after 61% of time passed; 22K+ registrations.

Consumers were able to discover and measure the health benefits of OPTIMUM themselves through a real life product experience. This was delivered via a CRM programme hosted online – The OPTIMUM PHD 21 Day Challenge, establishing a reason to believe in the OPTIMUM product via its delivery of visible improvements within days.We knew these consumers were information savvy enough to be heavy and fearless online users. The mechanics were simple, and drove efficiencies exclusively through registrations online. Upon registration they received a starter kit. The kit detailed a lifestyle and nutrition program relating to each animal and breed. Registration was followed up with weekly on-going encouragement, discount vouchers and advice. Upon completion of the programme, each valuable participant received a Yearly glossy calendar (with beautiful images most people would be happy to display in their home), to help guide them for the remainder of the year.

Historically our client had spent 70% of their budget on TV, so we trialled the campaign first in one area to determine the most efficient channels. These results were combined with brand econometrics to develop the most effective and efficient solution.

We had to act like a human health brand – offering our customers genuine value. Our media briefings led to new content being created in the form of pet pages on fairfax.com and News.com. Pet chat forums were also developed to enable our target markets to talk about their experiences. The challenge was promoted in key health and well being channels on television, magazines, key lifestyle internet sites such as “What’s Good For You” and “Women’s Health and Fitness”, via eDMs, and search engine marketing.

The conversation then continued via quarterly lifestyle cards with gifts/offers. Information in these included nutrition, exercise, immunity and health & beauty.