Purina Dog Chow, a megabrand in the pet food market, set out to showcase the breadth of its product line by raising consumer awareness that there is a Purina product for every dog at every stage of life.
Teaming with Kargo, our campaign capitalized on the popularity of online dating sights with the first-to-market “Puppy Tinder.” Aimed at mobile devices, the campaign used a rich media carousel design that encouraged consumers to swipe through photos of puppies and tap to learn more about the products under the portfolio. Upon tapping, consumers were shown which Dog Chow product would suit that dog. The Nestle Trade Desk was used to deliver banner advertising to existing Dog Chow customers.
An impressive 41.7% engagement rate, over a benchmark of 2.5% - 6%, confirmed the success of the portfolio awareness effort. The Puppy Tinder mobile campaign generated an engagement rate of 8.36%, nearly 600% over the benchmark. Light & Healthy, the Dog Chow product that was the focus of the Nestle Trade Desk investment, gained a whopping 31.7% lift in purchase intent — 207% above benchmark.