Purina Beyond, launched in 2014 to compete in the higher-end pet food market, finished the year lagging its objectives to convert customers from targeted competitors. MetaVision Media was engaged to raise brand awareness, enhance engagement opportunities and drive customers to try Beyond.
With a fairly new brand in a highly competitive market, we knew that standard display banners alone weren’t going to be enough to raise awareness. We explored ways to provide potential customers with a deeper brand experience, and proposed a first-to-market opportunity with Google – Gmail Sponsored Posts (GSP). A unique ad type that displays in a small promotion space in personal Gmail boxes, expanding to a bigger ad when clicked, the GSP enabled us to use multiple layers of targeting to lead users to a teaser page with a CTA to learn more/explore. Ad targeting was inclusive of users’ interests based on in-mail activity and layered demo, domain and keyword targeting. For example, users were targeted if the word “natural” was found in an email they received.
The Gmail Sponsored Posts performed at double the publisher average of 4.5-5% click-through-rate, with more than 502K clicks to expand the spot, and 10K+ site visits generated during the eight-month campaign. The spots performed at a very efficient rate of 25¢ cost-per-click. The dynamic interface enabled us to react in real-time to marketplace events. For example, when the Rachel Ray recall was announced, we immediately added specific keywords to our campaign to reach Rachel Ray customers with a Beyond ad.