Purina believes that people and animals are simply happier together. As one of the world’s leading pet food companies with strong, recognized brands such as Felix, Gourmet, Purina One, and Pro Plan, the Nestlé company is a reliable partner for pet owners. Under the guiding principle ‘Purina in Society’, the company is committed to sustainability and social issues beyond the confines of the bowl.
To draw attention to its commitment and thus strengthen trust in Purina, the company partnered with Outbrain, a leading recommendation platform, via the Path agency.
To generate awareness for Purina’s social engagement while encouraging interaction with the brand, the pet food manufacturer and its agency Path deployed Outbrain’s Spotlight Ads. Goals were to achieve a high click-through rate as well as a high and cost-effective video completion rate.
Purina was able to capitalize on these rich creative formats that helped build their brand with premium ad placements and 100% share-of-voice, while providing the benefits of native with increased engagement and action.
For this campaign, the combination of awareness and interaction was particularly important to us. We wanted to make consumers aware of our ‘Purina in Society’ goals and our commitment beyond the bowl. At the same time, we also wanted consumers to engage with the issues we and they care about. Outbrain’s Spotlight Ads overperformed our targets on key KPIs and we can well imagine implementing further campaigns.”
