Purina sought to draw health-focused consumers to its Purina ONE Cat product with two video spots differentiating Purina ONE Cat from the competition. But the target market segment tends to stick with its current products unless an issue arises. Creativity was needed to reach these consumers.
Since the target market wasn’t looking for Purina ONE Cat, we set out to find them by disrupting their daily media habits, where they would be more likely to engage with the content. Research showed this audience had a strong tendency to listen to Pandora, so we proposed a Pandora ONE Sponsorship. Consumers who watched the Whole Body Health video in full earned a 7-day trial of ad-free listening on Pandora.
Pandora delivered more than 21M impressions over the course of the three-month campaign, with more than 95K activations. Those activations led to nearly 1.4M listening hours, during which Purina ONE Cat ads were displayed.