This website makes use of Google Analytics cookies.
For more information on how to block such cookies, please read our cookie policy.
By using this website, you agree to the use of cookies as explained in the cookie policy.

Blog

MIXX Awards Europe Winners 2019 – Pet Talks (Arena Media Spain)

Arena Media Spain

Pet Talks

Awards: Integrated Advertising (Bronze)

Campaign summary
Advance is a specialist pet food brand that had been mostly relying on veterinarians to prescript its products to pet owners. With the relaunch of their new positioning, they decided it was time was to focus on the pet owner to be their own prescriber, by empowering them with all the information regarding the science of dog and cat care.
Because, only by knowing and understanding our pets, we can give them the best for their health and wellbeing.
We did this by getting inspiration from TED TALKS: we created PET TALKS.
They did this by getting inspiration from TED TALKS and we created PET TALKS.
Because, only by knowing and understanding our pets, we can give them the best for their health and wellbeing.
We did this by getting inspiration from TED TALKS: we created PET TALKS.
They did this by getting inspiration from TED TALKS and we created PET TALKS.

  1. Objectives and Strategy
    The objectives were to inform about advances new positioning, to interest our target about the science of pet care and empowering them through knowledge, interest the consumer though clinical rigueur and scientific credibility in a category where pet cuteness is usually used to promote the products and finally, inform and entertain.
    The world-famous Ted Talks became our inspiration. Their agenda is to make great ideas accessible and spark conversations, exactly what we had in mind as well, but our theme was pets, and so we created: Pet Talks, a community and a divulgation platform from where the brand could explain in a fun and laid-back manner, how to best care for your pets, and in a country 40% of households have at least one pet, and spend 70 Billion a year on them, we knew it would spark interest.
  2. Execution and Media
    The Pet Talk platform was all about branded content.
    We started by learning about the subjects that most preoccupated pet owners.
    We then launched the Pet Talks Conference and invited pet experts such as veterinarians, biologists, ethologist; consumers and the most popular influencers to come and talk.
    We streamed Pet Talks live on Facebook and Youtube and on the Pet Talks website.
    Pet talks also generated various types of content that we reformatted for different types of the brands media channels and on the dedicated Pet Talks web.
    To amplify and get to more pet owners we launched programmatic campaigns. Also, we were present on YouTube and launched Instagram stories and posted videos on the brands Fb page.
    We also launched an VOOH campaign in downtown Madrid the same day of the conference, bringing more attention to the event.
  3. Creative
    The creative idea was to change TED to PET and turn TED TALKS into PET TALKS.
    TT is a nonprofit devoted to spreading ideas, usually in the form of short, powerful talks. Their agenda is to make great ideas accessible and spark conversations, exactly what we had in mind as well, but our theme was pets, and so we created: Pet Talks, a community and a divulgation platform from where the brand could explain in a fun and laid-back manner, how to best care for your pets, and in a country 40% of households have at least one pet, and spend 70 Billion a year on them, we knew it would spark interest
  4. Innovation
    This was truly innovative for the brand as it had been mostly relying on vets to inform their clients about the science of cats and dog care. For the first time they decided to empower their target through knowledge and the creation of a platform that could inform through branded content. The Pet Talk event was streamed live, and we created a huge amount of content for the brand, content that we could use within their own channels to continue to reap the benefits of information divulgation.

    5. Results
    We garnered 52M impressions.
    • The videos were viewed 15M Times
    • VTR stood at 65%, that is 5% more than the objective we had set at the beginning. This is 240% more than the most successful campaigns showcased by Think with Google.
    • The talks we posted got 1Million views and people watched for more than 5minutes on average, way over the average of 58 seconds established by Pressboard.
    • We also got some free publicity with printed press and national TV talking about Pet Talks. This gave us 8M additional impacts, which allowed us to go over the objective by more than 200%
    • We managed to innovate in the category and we repositioned the brand as expert, credible and close to its target. We also innovated in the way we relate with our consumers, we definitively managed to develop brand awareness in the minds of the consumers, not just the vets.

Our Latest Posts

Lines (1)