a brief background on our social channels case study: caturday & senior dogs q&a
DESCRIPTION
A brief background on our social channels Case Study: Caturday & Senior Dogs Q&A. The Challenge How do Petco and Hill’s Science Diet align social? Goals Petco Increase engagement numbers Monetize social channels Create awareness around vendor products Gain audience UGC - PowerPoint PPT PresentationTRANSCRIPT
A brief background on our social channels
Case Study: Caturday & Senior Dogs
Q&A
The ChallengeHow do Petco and Hill’s Science Diet align social?
GoalsPetco
Increase engagement numbers
Monetize social channels
Create awareness around vendor products
Gain audience UGC
Hill’s Science Diet
Connect with cat owners
Build brand equity – Science Diet is FUN and
RELEVANT
Inspire trial and engage for loyalty
Win with Petco
Collaborate!
Planning & Coordination.
The first test
program…
Connect Build the Brand
Inspire Trial & Engage for Loyalty
Hill’s Activation
Where we landed: a Social Mash-Up!
Petco Facebook posting examples
Hill’s Facebook posting examplesCo-branded posts reached 1.25MM+ total fans!
Engage!
Socialize and optimize.
13
Surprise and Delight! Shipped over 200 Hill’s Science Diet Hairball giveaway prize packs!
Facebook People Reached* 1,371,710
Promoted Tweet Impressions*
84,494
Leverage!
Do more of what works well.
Social media partnership 2012
Connect Integrate social media
Build the Brand Fresh and captivating content
Trial & Loyalty Cross-promote
Win with Petco Best in Class
Make it Memorable!
Shady’s story
Key Takeaways
Align on goals and metrics first
Identify key assets for dual use
Communicate… Constantly!
Keep consumers the priority
Follow up on stories for them
Long lead planning
Drive trial during live events
Plan giveaways around key traffic periods
Learn and evolve together!
Thank You!