Beneful Incredibites

Purina asked us to launch Beneful Incredibites - a dog food designed specifically to meet small dogs unique energy and muscle needs. The target was women aged 25-54. The solution came from combining three things we knew to be true of our target. They enjoy sharing and watching videos of pets, they love talent shows such as Canadian Idol and So You Think You Can Dance, and they all believe their dog is special. So we created the Beneful Incredibites, Most Incredible Small Dog contest. The campaign was a resounding success. Awareness, participation and trial far exceeded goals. As expected, videos were promoted and shared on a variety of blogs, twitter, and of course, Facebook. The Grand Prize was $5000, a year's worth of Incredibites and the winning dog's image featured on bags of Incredibites.

The Problem:

Purina was launching a new dog food in a very crowded and competitive market, targeted at women 25-35 who owned small dogs.

The Solution:

We created a contest based on three insights about the social media savvy target: they enjoy sharing and watching videos of dogs, they're fans of talent shows such as American Idol, and they all believe their dog is special. Utilizing Youtube and Facebook, we created the Beneful Incredibites, Most Incredible Small Dog contest.

The Results:

Awareness, participation and trial far exceeded goals.

Unpaid media and impression also exceeded expectations as contest videos were promoted and shared on a wide variety of blogs, twitter, and of course Facebook.

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