Purina uses real-time marketing to take loyalty to new heights

This report describes how Purina, Nestlé's pet food brand, spoke to individual pet owners through social media.

Purina uses real-time marketing to take loyalty to new heights

Stephen WhitesideWarc

The loyalty most pet owners have to their cats or dogs is far greater than any brand could ever imagine. And it's the stuff of social media.

Fully 1.7 million items of pet-related content appear on Twitter each month, equating to 39 conversations a minute. And although this output can seem disconnected and scattergun, there are distinct moments when a response will almost always be welcome: especially if it offers affirmation, assurance or assistance. And, on those occasions, one-to-one personalised marketing at scale – long a promise...

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