Success Story
Purina explored the amazing relationships we have with our furry friends.
01
The brief
Purina wanted to increase brand trust by showing that their passion for pets and their humans goes beyond creating healthy pet food.
Our spark: people on the internet have a demonstrated and well-documented love for emotional stories about people and their furry companions.
02
The strategy
In early 2020, Purina partnered with The Washington Post on By Our Side, a robust campaign leveraging all aspects of our ecosystem.
We used multimedia, editorial, video, and live events to inspire and educate readers about all aspects of pet ownership: adoption, human-animal bonding, sustainability, community, and nutrition.
Immersive multimedia approach.
By tapping into Purina’s vast pet expertise, we were able to demonstrate the importance of human-animal connection and captivate readers through immersive experiences with custom illustrations, quizzes, videos, and interactive elements.
Editorial innovation.
With homepage and newsroom takeovers as well as WP Live programming, our programs generated conversations and PR, garnering accolades like Digiday’s Best Branded Content Program B2C and a spotlight on Pressboard’s Top 100 Brands Partnerships (2020).
We gave readers hands-on understanding of pet-friendly domestic violence shelters with an innovative 3D tour complete with audio embeds from Purina experts.
Solutions
Solutions
Multiple elements and touchpoints bring our programs to life.
Interactive 3D experience
Custom video content
Illustration and animation
WP Live programming
Editorial landing pages
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03
The impact
We over delivered on program KPIs, exceeding pageview benchmarks by 74% and average time spent by 36%.
Our first two releases yielded a significant lift in brand favorability.
With deep engagement and a high emotional connection to our stories, we saw thousands of referrals across social media platforms.