PET TALKS

TitlePET TALKS
BrandAFFINITY
Category D01. Animal Health
Product/ServicePET FOOD
Entrant ARENA MEDIA Barcelona, SPAIN
Idea Creation ARENA MEDIA Barcelona, SPAIN
Media Placement ARENA MEDIA Barcelona, SPAIN
Production ARENA MEDIA Barcelona, SPAIN
Credits
Name Company Position
David Pueyo Arena Media Client Transformation & Strategy Director
Gabriela Dominguez Arena Media Transmedia Account Director
Abel Delgado Arena Media Transmedia Producer
Jael Grau Arena Media Transmedia Manager
Noemí Lombardo Arena Media KAM
Silvia Campoy Arena Media Account Manager
Tamara Shboul Arena Media Community Manager
Lidia Fortuny Arena Media Account Manager
Pablo Torres Arena Media Trnsmedia Planner
Cristina García Havas PR Account Director Public Relations

Background

Affinity has been around for more than 50 years, they are the owner of Advance, an advanced pet food brand whose products are the results of world-leading research and quality ingredients. Advance is specialist pet food brand that had been mostly relying on veterinarians to prescript their products to pet owners. In 2018 they decided it was time to widen their prescription base with a new positioning: focusing on pet owners and empowering them with all the information regarding the science of dog and cat care. Because, it is only by knowing and understanding our pets, that we can provide the best for their health and wellbeing.

Describe the strategy

Our eyes turned to Ted Talks for inspiration. TT is a nonprofit devoted to spreading ideas, usually in the form of short, powerful talks. Their agenda is to make great ideas accessible and spark conversations, exactly what we had in mind as well, but our theme was pets, and so we created: Pet Talks, a community and a divulgation platform from where the brand could explain in a fun and laid-back manner, how to best care for your pets, and in a country 40% of households have at least one pet, and spend 70 Billion a year on them, we knew it would spark interest. Pet Talks was designed to help us get closer to the consumer and make the brand more accessible thanks to carefully selected branded content that we would promote through a transmedia ecosystem, using the brands own media and channels.

Describe the execution

We streamed Pet Talks live on Facebook, Youtube and on the Pet Talks website. Pet talks generated various types of content that we reformatted for different types of the brands media channels and on the dedicated Pet Talks web. To amplify and get to more pet owners we launched programmatic campaigns, we were present on YouTube and launched Instagram stories and posted videos on the brands Fb page. We also launched an VOOH campaign in downtown Madrid (Spain) the same day of the conference, bringing more attention to the event.

List the results

We garnered 52M impressions. The videos we produced and posted on various platforms were viewed 15M Times VTR stood at 65%, that is 5% more than the objective we had previouslly. This is 240% more than the most successful campaigns showcased by Think with Google. The talks we posted got 1Million views and people watched for more than 5minutes on average, way over the average of 58 seconds established by Pressboard. We also got some free publicity with printed press and national TV talking about Pet Talks. This gave us 8M additional impacts, which allowed us to go over the objective by more than 200% We managed to innovate in the category and we repositioned the brand as expert, credible and close to its target. We also innovated in the way we relate with our consumers, we definitively managed to develop brand awareness in the minds of the consumers.