Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: NESTLÉ PURINA
Product/Service: PRO PLAN
Agency: ARC WORLDWIDE
Chief Creative Officer: Susan Credle (Leo Burnett)
Vice President/Creative Director: Tony Rogers (Arc Worldwide)
Creative Director: Greg Rolnick (Arc Worldwide)
Copywriter: Dan Thorne (Arc Worldwide)
Art Director: Brent Fagerburg (Arc Worldwide)
Executive Vice President/Account Director: Cliff Schwandner (Arc Worldwide)
Planning Director: Kevin Richey (Leo Burnett)
Vice President/Account Director: Bob Webb (Arc Worldwide)
Account Supervisor: Erin Fallon (Arc Worldwide)
Senior Account Executive: Cheryl Winkelman (Arc Worldwide)
Senior Project Manager: Ryan Pletzke (Arc Worldwide)
Agency Producer: Dani Jackson (Leo Burnett)
SVP/Design Director: Alisa Wolfson (Leo Burnett)
Junior Designer: Todd King (Leo Burnett)
Senior Creative Technologist: Roberto Blanco (Leo Burnett)
Creative Technologist: Mikey Del Rosario (Arc Worldwide)
Director/Web Engineering: Dan Edwards (Arc Worldwide)
Software Engineer: Jason Vanderbilt (Arc Worldwide)
Web Engineer: Steven Daoud (Arc Worldwide)
Web Engineer: Jeffery Omiecinski (Arc Worldwide)
Media placement: Pro Plan Covered Bus (OOH) - New York City (Manhattan) - OOH Buy - 6 February 2012
Media placement: Pro Plan Mobile Site (Mobile) - OOH - MSG - 6 February 2012
Media placement: Pro Plan FB Great Dogs Application (Facebook) - Facebook - 6 February 2012
Media placement: Pro Plan FB Great Video Application (Facebook) - Facebook - 9 February 2012
Media placement: :30 Pre Roll Units (Digital) - Yahoo.com, Hulu.com, USANetwork.com, Discovery.com, Animal.Discovery.com - 10 February 2012
Media placement: Rich Media Units (Digital) - Discovery.com, Yahoo.com, USA.com, Animal.Discovery.com, WestminsterKennelClub.org - 10 February 2012
Media placement: Pro Plan Marquee Digital Signage (OOH) - Madison Square Garden - OOH Buy - 6 February 2012
Media placement: Pro Plan Fuse Media Digital Signage (OOH) - Madison Square Garden - OOH Buy - 13 February 2012
Media placement: :60 Anthem TV Spot (Broadcast/Digital) - USA, CNBC, YouTube.com, Facebook.com - 13 February 2012
Media placement: Pro Plan Booth/Onsite Support (Event) - Madison Square Garden - 13 February 2012
Describe the objective of the promotion.
2012 was Pro Plan’s first year as the exclusive sponsor of the Westminster Kennel Club Dog Show, the most prestigious dog show in the country. Pro Plan was already well-known on the show circuit—in fact, most leading show dogs are already fed Pro Plan. We needed the everyday dog owner to understand why their dog should have the same. To convince them of that, we had to get people to realise the innate potential for greatness that lies within every dog. Not just show dogs – every dog.
Describe how the promotion developed from concept to implementation.
We created 185 stories capturing the unique origin and purpose of every breed represented at Westminster. All the most popular breeds compete at Westminster, so this meant we were also representing the vast majority of dogs at home. We made these stories accessible via ads, apps, and mobile. In addition to these stories, we created a music video showing that every dog can be great. We wrote an original song from the point of view of a dog who wants to be great, and paired it with found footage of real dogs who were great for all kinds of reasons.
Explain why the method of promotion was most relevant to the product or service.
Feeding 88 of the top 100 American show dogs and six of the last six Best-in-Show Champions, Pro Plan is the brand at the Westminster Dog Show. But it isn’t just for dogs who are already great. Our message in and around the show declared every dog’s potential for greatness, and positioned Pro Plan as a key ingredient in achieving it. The great dogs at Westminster helped us prove our point: inside every good dog is a great dog.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The music video ran only 7 times on television, but received over 400,000 views online.
98% of viewers chose not to skip a single second of the video when it was used as an online ad.
New 'likes' on Pro Plan’s Facebook page increased 400% the week our campaign launched, drawing 30,000 new 'likes' and 150,000 visits to our Westminster apps.
After the show, there were 2 conversations: the typical one about this year’s Champion dog, and a new conversation, via Twitter, blogs, and the media, about the overwhelmingly positive, emotional reaction to the work that aired during the broadcast.