NESTLÉ PURINA DOG CHOW
PONTO DE CRIAÇÃO
MY ROLE: STRATEGIC PLANNING, RESEARCH, INSIGHT & CONCEPT CREATOR, CO-BRANDING STRATEGY
How to increase Purina Dog Chow pet food brand awareness and at the same time encourage conversion?
If we wanted to really connect with pet lovers, a promotional campaign wouldn't be enough. After all, we were talking about the nutrition of their beloved pets, that are member of their families. So, with the insight that Brazilian families have more dogs than children, but it is difficult to navigate with them in urban cities, we decided that Dog Chow could be the friendlier brand that allows them to easily do that.
We developed a special project that encouraged the democratisation of transportation with dogs.
I helped generating the concept and diagrammed the first partnership between a pet food brand and a taxi app, Easy Taxi.
Through the stimulus of a promotional app filter, together with proper protective car covers and samplings, we made possible for another 1200 taxi drivers to receive pets in their vehicles. Besides increasing the brand’s awareness, the results were beyond expectations:
5.4 million views, 67.000 likes, 16.000 shares, 900 taxi solicitations with 100% utilization.
Video credits - Idealisation: Ponto de Criação/
Production - F.Biz