Purina PRO PLAN Healthy Start

CLIENT

Nestlé Purina

CLIENT OVERVIEW

The PRO PLAN® Healthy Start range has been specially developed by PURINA's vets and nutritionists to ensure that puppies get the best possible start in life.

Challenge

Recruit puppy parents in Belgium who met strict targeting criteria and were willing to test a new brand for their beloved puppies.

The campaign had two primary goals:

Recruit 850 Belgian puppy parents and guide them from awareness to becoming loyal customers and brand ambassadors.

Generate organic word of mouth and gather high-quality user-generated content (UGC), ratings, and reviews for PRO PLAN Healthy Start.

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01

Raise awareness around the PRO PLAN Healthy Start product.

02

Collect opt-ins for Purina to build a qualified audience.

03

Recruit a large pool of puppy parents to select 850 participants meeting specific selection criteria.

04

We launched a recruitment campaign through DogoFriends' social media channels, combining our best-performing ad templates with new visuals to maximize engagement.

We invited members of the DogoFriends community to join the campaign, leveraging their existing interest and loyalty.

Solution & implementation

We launched a recruitment campaign on social media, inviting puppies parents to test the PRO PLAN Healthy Start.

In exchange, they committed to :

- learn more about PRO PLAN’s benefits

- create photos and videos

- share their experience online via their social media and by letting product review on Purina’s website

- share their experience with their entourage offline via word of mouth activities

- Give their feedback on the product via an end survey questionnaire

Otis was a very difficult eater. Most kibbles were way too big. Until I was able to test these PRO PLAN Healthy Start kibbles. They smelled delicious. They were small and also very healthy for Otis.
He now feasts every day and eats his bowl with pleasure.

Chantal Meul

Recruitment campaign’s goals

Experience

Educate

Share product benefits to convince participants to adopt the brand and advocate to their network.

Generate UGC

Encourage participants to share their experiences online, creating organic buzz.

Offline Word of Mouth

Share discount coupons and talk about the product with their close circles.

Ratings and Reviews

Leave reviews on the Purina website and other platforms.

Key results

We succeeded in creating a unique product testing experience that allowed participants and their entourage to fully experience the benefits of PRO PLAN Healthy Start

91%

of the puppies parents will continue to buy PRO PLAN Healthy Start

Mathias Van Dael

1 month ago

We had a fantastic experience with Dogofriends! From the moment we received our test pack, Dino and I were overjoyed. The products were top quality and Dino especially loved the Purina Pro Plan Robust Puppy food. The whole process was smooth and enjoyable, and the team at Dogofriends was incredibly supportive and responsive.

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+3,2k

post shared on social media

+133K

Offline word of mouth

Caroline Versnoyen

1 week ago

Got a big 12kg bag for free ! I could not believe my eyes ! My bully XL is 1 year old and is very happy with it ! She put out well and ate her kibble even without wet food immediately , I got by with it for about 3 weeks, I estimate . So getting a new one now 🤩

Isabelle Lanckbeen

1 month ago

I was allowed to test the puppy kibble (Purina Pro Plan Healthy Start ). My doggo likes them a lot, and so do my other 2 dogs. I will definitely buy them. Grateful tester

Client cases

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