In order to launch Purina Pro Plan® LiveClear™ to Australian cat owners (with and without allergies), ImpactInstitute strategically underwent a three-phase approach.
Phase 1: Plant the Seed
ImpactInstitute commenced the Purina Pro Plan® LiveClear™ campaign by utilising existing assets to let cat owners in the local Australian market know the product was ‘coming soon’. This was completed through earned media across online and print channels, consumer mainstream media and veterinary trade outlets through the following actions:
- Developed consumer and trade press release announcing product release
- Established relationship with SAFE Rehoming cat care centre
- Research and preparation of relevant media targets with personal experience with cat allergies
Phase 2: Launch campaign
ImpactInstitute launched Purina Pro Plan® LiveClear™ with an experiential ‘at home’ event for media featuring kittens, case study participants for interview and subject matter experts. We engaged leading feline behavioural specialist Dr Kim Kendall to speak to the consumer need of the product and undertook these activities:
- Developed curated distribution strategy tailored to excite and energise attendees
- Engaged cat-loving influencers to attend the event and feature Purina Pro Plan® LiveClear™ messaging on their channels
- Partnered with Petbarn to provide a media wall, accessories for the cats to play with and gift bags
Phase 3: Maintenance
ImpactInstitute finalised the project in its maintenance phase by speaking to the lived experience with a “believe it’s true” narrative. ImpactInstitute created four program case studies to tell hyper local stories of success. In consultation with leading Veterinary expert Zara Boland, ImpactInstitute produced a byline on ‘five ways to get cats adjusted to their new homes’ featuring Purina Pro Plan® LiveClear™.
- Developed a trade specific outreach program utilising the strongest case study to provide a results-driven testimonial
- Curate a crafted pitch targeting TV news outlets making use of the SAFE Rehoming cats on the Purina Pro Plan® LiveClear™ solution.
- Partnered with Purina to develop content for SAFE Rehoming including social media posts, an eDM and two news-style blogs for the SAFE Rehoming website.