Purina ONE: Engagement and proximity
Myriam Samaoli, Philippe Torloting and Charlene Gelder
Brand owner: Nestlé
Brand: Purina ONE
Purina ONE already possessed a large community on Facebook, but this case study shows how it set out to increase its community and, at the same time, retain a good activation rate. This included gaining a proximity with the target on Facebook and the diffusion of viral videos on the YouTube channel, the results for which included a total of 111,000 Facebook fans to date; reaching number one in France for 'active users' on Facebook's pet-care pages, and number three for their 'engagement rate' and 'number of fans'.
Market background and business objectives
The aims were:
- To install the brand in a long-term relationship of proximity and quality with the target
- To transmit all highlights of the brand
- To increase the number of fans on the page, and keep the engagement rate at 2.95% (the best engagement rate of any Nestlé pages)
- To reach 120,000 fans on the brand page (which had been created in January 2010) by the end of December 2013.