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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