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This is "ULTIMA CROQUETTE a key action to raise awareness of the importance of petfood nutrition" by Maria Elizabeth Perez de Corcho on Vimeo, the home…

Mercadona has grown relentlessly in the recent years becoming the biggest food supplier in Spain, with a market share of 24,1% in 2017. To keep nurturing its strong private label strategy, Mercadona delisted all Affinity brands during Q1 2018, including Ultima, the leader of the pet food market in Spain. Ultima was now faced with the challenge of not only competing against the supermarket’s brand Compy but also maintaining its market share.

To retaliate Mercadona, Ultima based its strategy in two main pillars: a short-term strive to have a visible presence across different touchpoints: TV, OLV, social media, display, and SEM driving traffic to its new developed website: www.encuentraultima.com, and redirecting clients to the nearest Ultima selling point. As a second and mid-term pillar, Ultima focused on increasing its brand consideration by highlighting its premiumness and quality superiority vs Compy.

An OOH activation “The Ultima Croquette Van” supported the last pillar during the months of Ultima’s delisting in the Spanish cities where Mercadona has more influence: Málaga, Murcia, Alicante, Sevilla and Valencia. The customized mobile unit van was located close to Mercadona supermarkets to target directly its buyers.

The experience consisted on professional veterinarians delivering free samples and leaflets to reinforce the knowledge of Ultima’s quality helping to increase the brand consideration. To create a more personalized experience, each sample was named and delivered according to the specific needs of the customer’s pet. The slogan in all the van visuals, “¿Podrás decirle que no has encontrado Ultima?” was used to reinforce the strategy of redirecting Mercadona customers to other supermarkets. In parallel, the activity was supported by a geolocalized call to action in Facebook inviting consumers to find the croquette van.

WHISKAS releases book for Curious Cats

Whiskas believes that a curious cat is a healthy cat. This time, the brand’s tagline “Feed their curiosity” has been the main asset to create the story of a real cat (Whatif) who travelled 600.000 miles in 52 days, escaping from its travel carrier on a flight to London.

“The Curious Cat Book” is the first book thought to be enjoyed by cats, and aiming their wellbeing and stimulation of senses.

Each of the pages of the illustrated book refers to one of the 16 different countries that Whatif visited, and in each page the cat can find different sensorial experiences. Besides the book, Whiskas also developed the audiobook that can be freely listened in different digital music platforms, as Spotify, Deezer, Apple Music and Amazon Music.

The campaign included a shared pillar: an influencer campaign. The book was sent to a bunch of influencers from all around the 16 countries mentioned in the book. They posted on their social media platforms about the book, amplifying the organic reach among their audiences.

HOUNDR app connects dog parents with walking neighbours

Having a pet demands a lot of everyday commitment and time. Nevertheless, the busy society in which we live makes that sometimes we cannot give them all the attention and care that we would like.

HOUNDR was created to connect the dog owners with their neighbours, who can help them through looking after their pets and taking them for a walk.

The company developed their core own asset: an app that facilitates dog parents and helpers to get in touch. Besides, they have developed their own website, and have social media presence in Facebook and Instagram. The collaborative app was launched in Toronto during May 2018.

The app is already having a great success, as it has created a support system that connects the dog owners who are concerned with the care of their animals, but do not have the enough time or money, with those close people willing to provide help.

PEDIGREE creates Dog Dates to connect seniors with dogs and combat loneliness

Loneliness among seniors is a topical and serious issue that affects our current busy society.

Through leveraging this powerful insight, the pet care brand Pedigree has unveiled an innovative idea that, at the same time, tackles loneliness and conveys how beneficial a pet can be for the human well-being.

The first step of the campaign was the creation of a website, named “Dog Dates”, in which all the individuals older than 65 years old, as well as pet owners, could register. Consecutively, both older people and owners would be paired, creating a local community based on the arrangement of pet walking. The campaign was piloted in Melton Mowbray, a British town located in Leicestershire, and after the releasing of the video was spread across the whole UK.

This is an example of how Pedigree, through identifying a powerful social insight, is capable to develop a campaign with a social purpose that helps generating branding and building a meaningful brand all at once.

2018 Social Media Trends: Instagram, Influencers and Facebook

(WARC, 2018)

With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.

Content which starts a conversation – without being blatant clickbait – is the best approach on Facebook, with video and live content now picking up the most engagement from users.

For brands with a visual story to tell, Instagram – and particularly its popular Stories format – are offering a solid alternative to the Facebook newsfeed behemoth, particularly when it comes to engagement rates.

An average story reaches about 7-8% reach of an account’s Instagram audience with top social media influencers achieving 2-3x that amount.

For fashion and make-up brands in particular, using social media influencers is paying off.

Rezab advises that working with micro-influencers in a specific niche is likely to generate a more favourable return in investment.

With algorithm changes, high profile data breaches and new platforms galore, is the promise of social media coming to an end? No, but marketers must come to terms with adapting to constant change, according to Jan Rezab, co-founder of social media analytics company Socialbakers.

Although drops in paid and organic reach on Facebook are hitting many brands hard, Rezab’s advice is not to panic.

“If you're a marketer making decisions, what (drops in paid reach) tell you doesn't mean that you should advertise less on Facebook. It means, on the contrary, that most brands need to still double up on their social media investments,” he explained at the Socialbakers social media conference in Bali, Indonesia recently.

With platforms regularly updating their algorithms, change is to be expected.

“Be smart about it and definitely don't panic the second Mark Zuckerberg posts something on his Facebook page - if you have a really good strategy and if you keep adapting it with data, then this shouldn't shock you and absolutely should not come as a surprise to anyone.”

With the most recent changes at the start of 2018 slamming brand reach, how can marketers stay on top of the newsfeed? According to Rezab, content which starts a conversation – without being blatant clickbait – is the best approach.

“When you're creating content, the thing that I would suggest adapting content that can bring up a conversation. Usually, that's video content or live content. Live content generates, by far, the most engagement and most comments of all the content types on Facebook,” he said.

“That doesn't mean every single piece of content on your page should be a live video from now on. You have to iterate, you have to try. You have to be smart about what content you post,” he warned.

“Now, more than ever, it's really important to choose your audience right and do advertising a very, very smart way.”

Getting it right on Instagram

For brands with a visual story to tell, Instagram and its popular Stories format are offering a solid alternative to the Facebook newsfeed behemoth, particularly when it comes to engagement rates.

“On Facebook, we see e-commerce, retail, services, fashion, and beauty. On Instagram this is very different - it's visual content, so fashion, beauty, and auto are the top three categories on Instagram,” Rezab revealed.

Rezab predicts that Instagram will be the next platform to reach the one billion users mark, potentially in the next few weeks.

“We're seeing Instagram take over on a lot of factors. People are spending more and more time on Instagram,” he said, noting that the move of advertisers to invest in Instagram advertising is one of the most dramatic trends currently happening in social media.

In November 2017, Instagram announced that its Stories platform – similar to Snapchat’s disappearing video stories – had hit 300 million users a month. Rezab predicted that by the end of the first quarter of 2018, that figure was likely to have exceeded 400 million.

“An average story has about 7-8% reach of your Instagram audience. If we actually look at influencers, or the top of the market, they get 2-3 times higher numbers,” he said.

“We looked at the top brands - we looked at just the segment that does really, really well. Those got 20-30% reach on their stories. In fact, there were some crazy brands that did 35-40 percent. And for some of those brands, 70% of their total Instagram reach came from stories. So they did a really amazing job at engaging that audience.”

While Instagram Stories won’t work for every brand and remains a smaller platform – for now – it may also provide a useful alternative to Snapchat, which has suffered several wobbles in recent months. Snapchat was recently called out by pop singer Rihanna for an ad which made light of domestic violence. The resulting furor saw the company’s owner, Snap Inc, reportedly take a US$800 million hit to its market value. Likewise, when millennial super-influencer Kylie Jenner – who is one of the most followed celebrities on the platform - tweeted that she was less interested in using Snapchat, the company’s stock price dipped.

So is Instagram Stories the next ‘latest and greatest’ platform to connect with distracted consumers? Rezab believes that Instagram Stories offers marketers a genuine opportunity to achieve organic reach, and be creative in their visual storytelling, but that it won’t overtake the Newsfeed juggernaut.

“From pulling all the data, I can kind of say that that's not going to be the case. It's going to be a great addition and for some users it's going to be the hardcore thing they want to use but, for the majority, the Newsfeed's going to probably be here to stay.”

Influencers are more important than ever

For fashion and make-up brands in particular, using social media influencers is paying off. Rezab advises that working with micro-influencers in a specific niche is likely to generate a more favourable return in investment.

“Only a small percentage have (one million followers)… if I could recommend one thing to brands: work with the smaller ones. Of course, to manage that is just insane. It's really, really difficult,” he said.

Authenticity is key – and that means marketers need to give up some of the control.

“If you're thinking, I can control my brand message with influencers? Forget it. My number one recommendation for influencers is give them one, two or three conditions and let it go. You're giving the brand to them a little bit. They're going to mix it and remix it. But if you want to be in that world, you've got to learn to let go of certain brand aspects,” Rezab explained.

“The worst thing you can do is coming to the influencer saying, "Okay. This is how we want you to say it. This is how we want you to talk about it. This is how we want you to compliment our product. Perfect." And give that to them. No, no, no,” he said.

“The best way to come to them is, "This is our product. What do you think you could say about it? How will you promote it to your audience?" Because guess what? You might have all the insights in the world, but they can still promote your product better than you can promote your product, because they know their audience the best.”

Pet food gets bigger on cinema screens.

Are you looking for high exposure and full attention format for your brand? The answer is cinema. SPECIAL DOG, a pet food brand from Saõ Paulo caught by surprise a movie theatre room audience with and special action that played between the reality and what they could see on screen.

With this special activation, the brand made it possible to bring the spot (literally) to live, surprising the audience and making a memorable experience.

Although the campaign run last 2017, it is still a good example of we can use big exposure formats, combined with especial activations to create unique brand experiences that for sure will last more into our consumers’ minds than a regular campaign.

App connects shelter dogs with pet parents with same musical tastes.

Did you know that every dog has its own musical taste? Spotify took this hypothesis from a Glasgow University study and developed a very funny project. Adoptify is a website, powered by Spotify, that aims to match shelter dogs with future pet parents according to their common musical tastes.

Spotify, in collaboration with German shelter rescue Tierschutzverein Muenchen, has created a series of funny videos where we can see several dog breeds exposed to different types of music and how they reacted to each music style. This, we can see that Ray, a cute French Bulldog, really lives for electronic music, while Moshi prefers classical accords. Still no project results presented, because the campaign has started recently.

Adoptify represents a new and funny way to think beyond the traditional media and see how we can leverage on other platforms, such as Spotify, to communicate our project and our brand in a more creative, engaging way.

MEDIA UPDATES

RE-EVALUATING MEDIA

What the evidence reveals about the true worth of media brands advertisers

The media landscape has undergone a seismic shift over the last decade with latest data from the Advertising Association and WARC showing that online media, accounted for an unprecedented 51% of advertising spend in 2016. The study – ‘re-evaluating media’ – set out to do the following:

1. Identify what advertisers and agencies consider to be the most important attributes in delivering a brand-building campaign.

2. Evaluate how each medium performs against these attributes through a comprehensive review of published research and Ebiquity’s proprietary data sets.

3. Contrast this with views gathered from interviews with over 100 advertisers and agencies on how they see each medium perform.

4. Produce an overall ranking of relative value of each medium based on the evidence that we have collected.

5. Get a sense of where advertisers and agencies see the industry going.

The findings reveal that it is time for the industry to re-evaluate media decisions to optimise advertising budgets.

Discover the full report here.

CATEGORY UPDATES

PAWSITIVE

Creating interactive experiences for your pets

To commemorate the 10 th anniversary, pet food Brand Wellness planned to hold the world’s first interactive art exhibition specifically curated for dogs, cats and their parents.

Aptly named “PAW-sitive: Interactive Art for Pets by Wellness®”, this first-of-its-kind art exhibition is designed to create a positive art appreciation experience for pets as they make their way through the various art installations. These aim to inspire, stimulate and promote holistic fun through experiential play. They were created by local artists under the guidance of in-house vets and animal behaviourists to ensure interactivity and safety.

The exhibition also provides the perfect positive bonding opportunity for pet parents and their fur kids as they go through the interactive elements of each art piece together.

Through this exhibition, Wellness® hopes to highlight the brand belief of offering wholesome nutrition, which is the foundation of wellbeing and optimal health, and also the importance of ensuring your pet’s total wellbeing.

More info here.

CATEGORY UPDATES

PETRICS

The first app that guides pet parents taking care of their pets

Presented at CES 2018, Petrics is a pet tech startup based in Wilmington North Carolina founded by vets and pet owners, for pet owners. They’ve introduced an amazing app that serves as the first ever cat and dog, diet and nutrition recommendation engine in the pet industry. Pet owners can use the Petrics app to easily find out what foods will work best with their pets. Compiled by pet nutrition experts and veterinarians, the Petrics app breaks down over 15,000 foods and 17,000 ingredients. When coupled with your pets’ profiles it matches the best foods and cuts away any worry. It also stays on top of the latest food recalls, and alerts you when the food your feeding your pet is recalled. After the introduction of their app, Petrics took to CES 2018 in Las Vegas to debut the world’s first connected pet bed. The pet bed is about data, health, convenience and comfort.

The Petrics smart bed for pets collects data as your pet lays in it and gets up. It notes how long they lay down, their body temperature, heart rate and other data points. The temperature of the bed automatically adjusts to ensure that your pet is completely comfortable. Pet owners can also use the data collected from the bed to help their veterinarian keep a complete record of the pet’s health.

More info here.

PET CARE CASE STUDIES

PETSMART

Donates a meal for each purchase made

PetSmart is running the Buy A Bag, Give A Meal campaign, which donates a meal to a dog or cat in need for every bag of pet food purchased online or in-store, from March through December 2017. The US pet supply retailer’s campaign, held in honor of PetSmart’s 30th anniversary, has already donated 30 million meals (as of August 2017) and aims to contribute at least 60 million meals by the end of the campaign. Meals are given to organizations including shelters and food banks (the amount donated depends on each organization’s needs) and PetSmart has partnered with nonprofits and associations (including Feeding America) on the initiative. The program, expected to donate 60 million meals, has surpassed its goal by generating more than 63 million meals. In collaboration with nonprofit partner, PetSmart Charities, who is teaming up with nonprofits GreaterGood.org’s Rescue Bank and Feeding America®, the donated pet food has been, and will continue to be, distributed to thousands of destinations to help feed hungry pets in need across the U.S. and Canada. Pet food is a rare offering at food banks and pantries and this program provides pet food so families in need can provide food for every member of the family, including their dogs and cats.

PET CARE CASE STUDIES

AFFINITY

Award Winning Programmatic Strategy

With the need of improving segmentation capabilities (to only impact pet owners) and having more control of the frequency to maximize reach; Arena started to explore Programmatic solutions early in 2017.

First, we defined some golden rules and stablished more ambitious KPIs: 100% Pre-roll, +40% VTR and +65% viewability. Then, we started with Private Auction; achieving stronger viewability (71%) but not optimizing enough the VTR (34%). Because of this, we started negotiating and closing deals with the main media vendors to include Preferred Deals (PMPs) on the strategy, considering context and quality requirements. With this approach, we surpassed VTR and Viewability’s goal: 56% and 69%, respectively. By the end of the year, 90% of the programmatic activity was focused on PMPs, obtaining a VTR of 71% and 70% viewability.

Additionally, audience analysis and profile building were key components of the campaign strategy. By using 1st party data, 2nd party data (Ozone, Arena’s DPM) and 3rd party Data, Arena could create different clusters of customers to target and retarget by using different and personalized content; maximizing segmentation capabilities. As an example, Advance campaign used different creative assets depending on the user’s actions and preferences. Moreover, this campaign allowed us to collect data, creating different clusters including users’ product preferences and refine the segmentation opportunities for future campaigns.

By the end of the year, the results of this programmatic approach exceeded expectations: VTR% was almost tripled (vs. +100% expected), Viewability was improved by +57% (vs. +25%), the amount of target impacts increased by +14% (vs. +10%) and reach increased by +42% (vs. +21%). Moreover, the effective CPM on target was reduced by -34% (vs. -15%).

What makes this approach great is that it shows how we can accomplish progressive improvement by making the best use of learnings from one campaign to the other. In future campaigns we will continue to optimize the strategies and are working on closing more PMP deals to have a wider range of possibilities.

PET CARE CASE STUDIES

ULTIMA NATURE

Present at Salon International de l’Agriculture

For the second consecutive year, Ultima Nature takes part of one of the world’s largest agricultural shows — Salon International de l’Agriculture (SIA) in Paris. With their own stand the brand invited people to discover its uniqueness by teaching the benefits of natural ingredients for their furry friends and offering sampling according to their characteristics.

To create a complete experience, Ultima Nature partnered with AuFeminin to organize an Instagram contest giving out entries to the SIA, to create editorial content and to produce a Facebook video promoting the brand. All of this followed by a strong amplification of the actions reaching more than 2M people vs 1,4M originally estimated.

To generate even more awareness and engagement with the consumer, a first-time experience of the brand with Snapchat was placed using a personalized Ultima Nature geo-filter. Snapchatters found themselves not only playing with the filter, but also sharing the pictures with their friends in their stories, resulting in a good virality of the filter (6,4% stories share, in line with the best actions in the platform), reaching 97,3K users and gained a very good earned visibility with 113K views from the stories shared by the snapchatters!

PET CARE STUDIES

Black Hawk creates meaningful connections to advertise its natural dog food

This case study looks at how Black Hawk, a premium dog food retailer, extended the ‘real food’ movement for humans to pets by using emotive creative to advertise its natural dog food to Australians. ‘Science-based’ brands dominated the premium dog food market because science is understood by vets and people buy off a vet’s recommendation, meaning natural dog food brands such as Black Hawk suffered, even if they were the better choice, because they were not vet recommended. After conducting key stakeholder interviews, surveys and focus groups, Black Hawk found that humans project their own values onto their dogs, though this didn’t necessarily translate in terms of eating naturally, with 70% barely able to name the first ingredient in their dog’s food. The strategy was to make everything about the campaign real, so the brand selected five real Black Hawk customers and their dogs and captured real moments of them bonding which was made for TV and online video to drive awareness and engagement, in addition to distribution across out of home, in-store display, search and social. As a result of the campaign, year-on-year sales for Black Hawk increased by 42% and moved from the No.5 player to the No.2 in premium dog food in Australia.

Discover more here.

#3 Affinity Inspiring Sessions

OSEP Media Trends 2018

Thank you so much for joining us and participating in this third Affinity Inspiring Session.

If you were not able to attend or you want to see it again please, click here.

#2 Affinity Inspiring Sessions

Why Influencer Marketing is good for your brand and How you can activate it within your communication strategy?

If you were not able to attend or you want to see the video again please click here

You will find the full presentation here

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