01 / THE PROJECT
Pure Life Pet Food
Making the market barking crazy about premium pet foods
01 / THE PROJECT
Pure Life Pet Food
Making the market barking crazy about premium pet foods
Objective
Pure Life Pet Food is a premium pet food product new to the Australian market. Brandalism were tasked with developing a pet food social media strategy that focused on an audience who would not sacrifice even the slightest for their furbabies. Our objective was therefore to execute a social media strategy that would launch this new pet food brand into the metro-based market. As this is an already competitive space with highly sticky customers (and pets!) we were tasked with creating a pet food social media strategy with a difference. Pure life wanted to capture the premium customer via social media, content marketing and UGC marketing, to immediately disrupt the market and drive home there USPs hard and fast.
What We Did
Our strategy was to start with a phased approach. This meant developing a roll-out plan that tapped into all the instances a consumer may ‘switch’. When it comes to pets – this isn’t many! We kicked off with a hype phase that was led by a lead generation campaign asking our audience to sign up to our “Inner Circle” with their email and pet’s bday. A sense of exclusivity was key. After this, the launch phase focused on a stronger push in market, with a focus on media spend and creatives and tactically-led competitions. We then stepped into the BAU execution of their strategy, with strategic content pillars allowing us to constantly stand out from the competition!
1.2 million
reached pet owners in four months
4,600
clicks to website
13,071%
increase in channel size
Launched
lead generation strategy
“The expertise and knowledge from the team at Brandalism have been instrumental in helping us set up a successful social strategy for our new pet food brand, Pure Life. Brandalism is not only a very complete social marketing, content developer & influencer marketing agency, they are also a partner that will go above and beyond in anything they do. They are quick, easy to work with and always making sure you get the best advice specifically tailored for your brand. I highly recommend anyone looking for experts in social media, content, influencer marketing to work with Brandalism. It’s not easy to find an agency that cares for your business the same way you do.”
JOANA VALONGUEIRO HEAD OF MARKETING FOR PURE LIFE PET FOODS01 / OUR BLOG
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