Purina Cat Give Back
Purina Nestle Petcare, gave back to customers driving loyalty and sustainable growth.
sales YoY
reactivated customers
total customers
Background & Objectives
With post-covid customer loyalty challenges, Purina looked to Cartology to get the brand “purring" again.
The campaign focused on winning back lapsed customers and acquiring new customers to the brand.
Cartology Solution
Cartology delivered an integrated omnichannel campaign leveraging the much-loved Woolworths Pet Event, further elevated with a consumer promotion rewarding customers who engaged and purchased from the Purina brand.
Digital
In the lead up to the Pet Event, the strategy was to re-connect with existing and lapsing Purina customers to drive Brand Salience and re-consideration. We did this with targeted eDMs to to re-engage existing customers and prime them for their next shop.
In-store
The campaign was highly visible in store, leverage the pet event communications pillar and consumer promotion messaging the campaign primed customers as they began their shop, driving them to the pet food aisle.
Consumer Promotion
Purina wanted to give back to customers in light of the supply challenges that had occured. The consumer promotion gave Woolworths Customers the chance to win a share of 50m Everyday Rewards Points, by purchasing Purina products and scanning their Reward card at the checkout.
Campaign Results
The campaign successfully re-engaged category customers and built deeper brand loyalty.
It is notoriously difficult to shift loyalty scores, but whilst the category was in decline, Purina bucked this trend and increased customer loyalty +1.5%.
