Recruit 500 cat owners sensitive to cat allergens. Challenge accepted!
CLIENT
Purina PRO PLAN LiveClear
CLIENT OVERVIEW
Purina PRO PLAN LiveClear is a breakthrough cat food specifically designed to reduce allergens in cat hair, offering a healthier environment for cat owners.
Challenge
Cats can trigger allergic reactions in many households. Purina sought to introduce PRO PLAN LiveClear, aiming to recruit new cat owners, generate UGC, and secure social ratings and reviews to build awareness. The campaign also focused on demonstrating the product's effectiveness in reducing allergens.
Solution & implementation
We launched a Word of Mouth campaign to recruit cat owners sensitive to allergens. In exchange for trying the product, participants committed to sharing their experiences online and with their social circles:
Recruitment
Our social media campaign via Dogofriends attracted over 3,700 candidates. From this pool, we selected 500 cat owners who matched Purina’s target criteria, focusing on those dealing with allergen sensitivities.
Engagement
Participants shared their experiences on social media, contributing UGC, and left product reviews on Purina’s website. They also received discount coupons and were coached to discuss the product with their friends and family.
Feedback
Post-campaign surveys gathered feedback on the product’s effectiveness in reducing allergens and its palatability for cats, while ratings and reviews built trust with future customers.
Product Testing
Participants received discovery packs and were guided through a custom chatbot experience to understand the benefits of LiveClear for reducing allergens.
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
A great experience with Dogofriends! I finally found food that reduced allergens in my cat’s fur. My husband feels much less discomfort from his cat allergy. I recommend it!
77%
of participants will continue buying LiveClear.
1,7K+
posts have been shared on social media & 561 photos/videos were collected in our gallery.
76K
offline word-of-mouth reach.
Client's testimonials
I recently had the pleasure of working with Foxmango, a partner who excels at recruiting niche consumer groups. In our latest project, they successfully engaged individuals allergic to cat fur, enabling us to test our allergy-reducing cat food with the right audience & generate social Ratings & Reviews for building awareness. Their ability to reach this specific group was critical, and the real-world feedback we received has been appreciated in validating our product's effectiveness. This collaboration not only highlighted the importance of targeted testing, but also the value of working with a partner who understands the unique challenges of our market.
Antoine Proust
Brand Manager Purina Pro Plan Cat @ Nestlé Purina Petcare France
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