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Tactical Recommendation ● Channel Recommendation ● Media Plan

Company: Purina

Business objective

Grow household penetration among current dog owners and dry dog food buyers

Campaign Objective

Show current dog owners that Purina Pro Plan is the superior dog food

Media Objective

  • Primary—Increase awareness of Purina Pro Plan

  • Secondary—Drive consideration

Key Target Insights

Target Market

  • White

  • Education degree equal or higher than high school

  • Household income between $75,000 and $249,999

  • Own smartphones

  • Reside in house; long residence; number of 2, 3 and 4 people in household

  • Older Millenials - Gen X

  • Presently employed

  • Watch TV commercials, listen to radio when in car

  • Care about social responsiblity

 Cultural Insights

  Media Insights

  • Into the healthy trend, looking for dog food that aligns with their own personal dietary preferences and beliefs

  • Skeptical of the health claims made by most pet foods

  • They want their dog to be healthy and live a long life

  • Happy moments with their dogs are important

  • Use social media a lot

  • Website use:  Facebook, Google, Amazon, and YouTube

  • TV shows: The Big Bang Theory (CBS), Criminal Minds (CBS), NCIS (CBS)

  • Gen X spent 8.8 hours on the internet weekly in Q3 2016

  • Generation X  watched roughly 133 hours of television per month in Q4 2015

Channel Recommendation & Allocation

TV Recommendation

Reach: 30% weekly and TRPs at 60

Budget: $4,500,000

Timing: Prime & Late Night

Goal: Raise awareness, increase reach and ROI.

Rational: Large number of our target market are still consuming T.V.

Strategies:

1. Work with main network TV channels to promote our fun ads in the time when our target market is watching.

2. Run our ads 5 times in one day: 11 days during prime and 25 days during late night.

Digital Recommendation: Overview

Digital Recommendation: Facebook & Instagram

Engagements: 21,000,000

Budget: $2,700,000

Timing: Jun - Nov

Engagements: 15,000,000

Budget: $2,550,000

Timing: Jun - Nov

Goal: Drive engagement on current platforms and leverage influential Facebookers and Instagrammers

Strategies:

1. Create moments/togetherness such as PetsAtWork posting to encourage dog owners to comment or share their stories.

2. Have at least 5 posts per week with keyword hashtags and @ influencers or partners.

3. Use influencers to extend our brand engagement. 

4. Increase interaction by liking or leaving positive comments on people’s posts (photos, videos, etc.) that hit keywords or @ our current social media accounts.

Ins: marniethedog

Followers: 1.9M

Likes per post: 100K

Comments per post: ~900

Ins: bravoandy

Followers: 3.3M

Likes per post: 30K

Comments per post: ~500

Cont. Influencer Overview

Ins: harlowandsage

Followers: 1.7M

Likes per post: 70K

Comments per post: ~600

Ins: zooeydeschanel

Followers: 5.1M

Likes per post: 100K

Comments per post: ~500

FB: Dogslovers12345

Follow: 4 MM

Likes per post: 3K

Comments per post: ~300

FB: Boo

Follow: 17MM

Likes per post: 80K

Comments per post: ~1K

FB: crusoedachshund

Follow: 3 M

Likes per post: 40K

Comments per post: ~1K

FB: Dog Bless You

Follow: 1 MM

Likes per post: 10K

Comments per post: ~500

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Digital Recommendation: Amazon & Chewy.com

Impressions: 7,260,000

Budget: $1,452,000

Timing: 6 months

Impressions: 10,890,000

Budget: $2,178,000

Timing: 6 months

Homepage Takeover cost: $570,000

TOTAL Budget: $4,200,000

Goal: Winning the attentions from dog lovers and driving sales online

Strategies:

1. Offering a discount if purchasing from the partners.

2. Site-direct target on Amazon, e.g. target the customers who have purchased dog supplies before, or even purchased from competitors

3. Programmatic search on Chewy, same as Amazon.

4. Banner ads, the main message is to demonstrate the healthy and quality of the products

5. Homepage takeover: separately purchases space from Amazon and Chewy web page in different time to display the products and shows recent promotions

Digital Recommendation: Programmatic Ad

Fitting seamlessly into the target market digital experience by understanding their online behavior.

Rational:

  • Raise awareness of Purina products for dog owners

  • Remind customer of Purina to those who searched or bought Purina before.

 Media Plan:

  • Contextual: blogs and websites concerning dog owners, dog lovers, pet care, etc.

  • Behavioral: A 30-50 intrested in dogs, pets, pets care, dog rescue, etc.

  • Retargeting: Homepage Retargeting, customers who bought Purina online before

Sponsorship Recommendation

Impressions: 20,000,000

Budget: $100,000

Timing: June- November

Pet Finder

Budget: 500,000

Timing: June- November

Reaching customer who are involved in the pet rescue issue and care about it.

Rational:

Proving to customers that Purina care about the social aspect of its product.

Media Plan:

  • To be present in their social media page to engage customers in a conversation

  • To be present in their website and to sponser Dog National Day event.

Search Recommendation

Budget: $450,000

 

Timing: June - November

Paid Search & Google Adwords

SEM

Branded: 95% SOV

Non-Branded: 30% SOV Minimum

Flow Chart

Measurement Recommendation

Designed and Coded by Ruoxi Wang. © 2019 All Right Reserved.

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