Nestlé Purina: 360° Passion: Purina's customer engagement

Purina, Nestle's corporate pet food brand, launched a direct mail campaign in Italy to create more personalised interactions with its customers and obtain more valuable client data.

Agency: Contactlab

Product Description

Purina is Nestlé's corporate pet food brand, with 29.8% market share in the grocery industry and 11.2% in the specialist channel, worth 1.971 million euros in Italy in 2016. Users signed up to the brands' websites, divided into 11 behavioral segments. We created a personalized customer engagement plan focused on retention through digital direct marketing to:

  • personalize the relationship with users and build loyalty over time,
  • promote products from Purina brands,
  • reward and celebrate the unique relationship.

Objective of the Campaign

The client wanted to communicate with each user in a different way depending...

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