A brief background on our social channels • Case Study: Caturday & Senior Dogs • Q&A
The Challenge How do Petco and Hill’s Science Diet align social? Goals Petco Increase engagement numbers Monetize social channels Create awareness around vendor products Gain audience UGC Hill’s Science Diet Connect with cat owners Build brand equity – Science Diet is FUN and RELEVANT Inspire trial and engage for loyalty Win with Petco
Collaborate! Planning & Coordination.
Hill’s Activation Connect Build the Brand Inspire Trial & Engage for Loyalty
Hill’s Facebook posting examples Co-branded posts reached1.25MM+ total fans!
Engage! Socialize and optimize.
Surprise and Delight! Shipped over 200 Hill’s Science Diet Hairball giveaway prize packs!
Leverage! Do more of what works well.
Social media partnership 2012 Connect • Integrate social media • Fresh and captivating content Build the Brand • Cross-promote Trial & Loyalty • Best in Class Win with Petco
Key Takeaways • Align on goals and metrics first • Identify key assets for dual use • Communicate… Constantly! • Keep consumers the priority • Follow up on stories for them • Long lead planning • Drive trial during live events • Plan giveaways around key traffic periods • Learn and evolve together!