PURINA® VET Webinars
SHORT DESCRIPTION OF THE PROJECT
Purina Vet Webinars is a local Bulgarian project elaborated by APRA PN for Purina Bulgaria. At the center of the idea lies the usage of credible evidence on Purina strategic quest to become the most trusted pet care company, enriching the lives of both pets and people.
To position PURINA as an expert in pet care we took advantage of the lack of trusted specialized information on the Internet. Through a series of webinars – live, online based educational lectures, we were able to deliver expert advice to pet owners, helped veterinarians increase the level of prophylactic care and created a community of pet-lovers in the crowded digital communication environment.
The campaign continues to evolve in 2018 and has already been nominated as one of the top 5 digital campaigns in the EMEA region by one of the world's biggest PR awards programs, dedicated to benchmarking the best PR work from across the globe.
TASK
PURINA brands (Felix, Gourmet, Pro Plan) are well-known and market leaders in several categories of pet food. But PURINA as a corporate brand was not that popular in Bulgaria. The main communication problem we faced is how to significantly increase PURINA brand recognition as an expert in pet care through promotion of PURINA social program.
The efforts of the brand in the last years were directed towards the traditional tools and tactics. But today the communication environment is changing. The connection with consumers is mediated by new channels. The big challenge our team faced was how to use the digital era. How to benefit from this new environment to implement the strategic journey?
Another problem was the access to vet care. Many people neglect the importance of prophylactic exams due to lack of time or knowledge. To find a solution we had to consider many factors – attitudes, stakeholders, target group specifics, channels and etc., to find the initiative that brings benefits to all of them.
In 2016 there was a very low number of visitors to the Purina Facebook page and corporate website. We were challenged to create a community of pet-lovers in the crowded digital communication environment with more than 350 Facebook pet-pages and websites.
Our goal was to create a CSR campaign for the pet people that connects PURINA in Society philosophy (a long term approach aiming to improve the lives of pets and people) and Purina Vet Program - including collaborative programs with veterinary clinics, which are the key partner for building trust through recommendations and credibility. On the third level, we wanted to tie the Purina ProPlan specialized line with the campaign.
EFFICIENCY:
The campaign gave people the unique chance to ask questions, get free exams, learn insights, get pet care advice, find the correct specialist – all this right from their own home, saving time.
To the partner Vet clinics, the webinar provided traffic through the free exams program; they received recommendations through Purina channels, presented their offices, gave vets the tribune to reach potential clients.
The benefit for PURINA® was finding new horizons, new partners, new channels; gaining recommendations and positive image. We reached our core audience and found new friends. We gave solutions through PURINA® dedicated products for special needs and created a long-lasting relationship with PURINA® offering by dedicated free exams.
We created the classical WIN-WIN situation. The numbers speak for themselves:
- 4 Facebook events – 200k engaged users
- 4000 comments and questions
- 4 dedicated press releases – 100 publications
- Live streaming – 280k views
- Unique viewers more than 75% of the total length – 7000
- Consumers feedback – 100% positive
- 1070 % increase in FB page likes
The campaign continues to evolve in 2018 and has already been nominated as one of the top 5 digital campaigns in the EMEA region by one of the world's biggest PR awards programs, dedicated to benchmarking the best PR work from across the globe.
