Engaging passionate puppy parents to promote PRO PLAN Healthy Start through product experiences and authentic word of mouth.
CLIENT
PRO PLAN® Healthy Start
CLIENT OVERVIEW
PRO PLAN Healthy Start, developed by Purina’s vets and nutritionists, provides puppies with the best possible start in life.
Challenge
Purina sought to raise awareness and encourage trial of its new PRO PLAN Healthy Start. The goal was to recruit Belgian puppy owners who were unaware of the product, guiding them through a personalized experience to become loyal customers and ambassadors.
Key metrics included user-generated content (UGC), product reviews, and conversion to long-term purchasers.
Solution & implementation
We created a tailored word-of-mouth campaign to recruit and engage puppy parents, leveraging precise targeting and personalized experiences
Recruitment
A Dogofriends campaign reached 240K+, attracting 3,500 candidates. We selected 850 puppy parents based on brand alignment, social activity, and purchases.
Engagement
Our chatbot provided participants with personalized support, highlighting PRO PLAN Healthy Start benefits and building stronger brand connections.
Sharing
Participants were encouraged to share their experiences both online and offline, amplifying reach through social media posts, product reviews, and word-of-mouth endorsements.
Product Testing
Each selected puppy parent received a discovery pack with detailed instructions to test the product and share their experiences both online and offline.
We had a great experience with Dogofriends! The products were high quality, and my puppy Dino really enjoyed the Purina PRO PLAN® Healthy Start food.
Experience
They were encouraged to share their experiences both online and offline, guided by tailored messages and missions. They also received exclusive promo codes, for them to enjoy and extend special offers to family and friends.
Key results
The campaign successfully generated high engagement and increased awareness of PRO PLAN Healthy Start.
91%
of puppies parents selected will continue to buy PRO PLAN Healthy Start
541
new product reviews on Purina's website.
3,2K
posts have been shared on social media & 605 photos & videos were collected in our photo gallery.
133K
Generating 133K offline reach, participants shared their experiences with friends and family, creating a strong word-of-mouth impact.
Client's testimonials
We have been collaborating with Foxmango for several years, primarily focusing on adult dogs. However, we also have an exceptional range of products for puppies, but targeting this specific audience is a much bigger challenge given the relatively small size of this market segment.
Foxmango willingly embraced this challenge and, with their effective methodology, successfully reached and connected with this niche audience. They managed the entire process, from recruiting and selecting puppy owners to shipping products to our ambassadors, while ensuring continuous engagement through their interactive Dogobot.
Their user-friendly approach enabled us to gather valuable user-generated content (UGC) and reviews from the puppy owners, which we found immensely valuable for integrating into our future communication materials.
To top it off, Foxmango provided us with a comprehensive campaign report. Their extensive analysis and insights allowed us to comprehend the true impact of our campaign helps us to make well-informed decisions for our future initiatives.
In short, I highly recommend it
Guillaume Berquin - Nestlé
Jr Marketing Specialist PRO PLAN
Materne
Materne aimed to introduce its reduced-sugar jam, blending fruity flavor with less sugar, providing families with a delicious yet balanced option for every day.
Nespresso
Nespresso sought to re-engage customers by offering them exclusive experiences and insights, showcasing the versatility and quality of its unique coffee blends.
Pedigree Multivitamins
Pedigree aimed to educate dog parents about the health benefits of its multivitamins, showcasing them as essential, tasty supplements to maintain canine vitality.
Patroba - Family Bakers
The leader in fresh pre-packaged breads aimed to grow market share, gain new customers, and attract health-focused women who eat bread daily.
Miracoli
To revive its appeal, Miracoli wanted to reconnect with pasta lovers by highlighting the authentic taste, variety, and ease of its Italian-inspired meals.
PRO PLAN LiveClear
Purina set out to find 500 cat owners with allergies, inviting them to try PRO PLAN LiveClear and share feedback on how it helped them live more comfortably with their cats.
