Moving all our money from TV to Online Content Integration really paid off.The initiative was voted one of the best experiences in Yahoo’s history, 2nd only to their Sunrise channel, and has attracted over 800,000 unique visitors across the Pet Channel and Answers Integration.Optimum’s aided awareness grew by 12%, but even more importantly this truly engaging Pet Owner experience delivered unprecedented sales results at 19.3% growth and cementing Optimum as clear No. 1 in Premium Health.

We have set the benchmark for Supermarket brands Online Integration and proved without a doubt that TV reliance is a past behaviour.

To drive sales, perceptions had to change, so we had to create an experience that would inspire prospects to challenge their existing brand choices.Our solution was to create an all encompassing Pet Owner experience enabling people to share their pet health lifestyle expertise and passion.Also, getting customers to visit in mass numbers is an expense beyond Optimum’s budget. So we convinced the target’s most populated Lifestyle portal Yahoo to take on an unprecedented editorial partnership with Optimum.The entire Pet channel looked like 100% Yahoo content, but was 100% Advocating for Optimum.We tapped the Optimum target’s needs and feelings through two-way dialogue between Optimum and customers via Answers integration, Integrated Flickr so they could show off their pets, video endorsement from real life experts, we asked them to vote on most talked about issues and we responded with timely real life articles based on their main interests.

Could you tell a mass supermarket brand client to stop using TV?We did! Because years of Optimum Pet Food TV campaigns were generating mass awareness but no noticeable direct impact on sales. We had to question how persuasive was TV really for Optimum?Psychographic study of our Premium Health Shopper revealed they’re disengaged with one-dimensional advertising pushing the message at them. Preferring to make choices based on their own independent investigation.Studying their online behaviour, we learnt that getting them personally involved in the content pulls them into the brand, especially if you can simulate their unique behaviour. Online also surfaced as an untapped goldmine, as a content rich Pet Health Channel did not exist.While conventional wisdom says TV’s the most powerful media, we recommended a total shift to online. Excited at the prospect of creating a brand experience that didn’t exist that should be highly influential!