Purina® CRM

A periodic newsletter is a touchpoint that demands a high level of creative attention if it is to keep encouraging opens despite the regularity that can easily turn into routine. For Purina®’s CRM plan, this is exactly what we focused on, transforming the newsletter saga into an effective and valuable engagement opportunity for pet owners.

The editorial structure of the DEMs combines national trending topics, in-depth content already available on the Purina® website and links to dog or cat brands selected according to the reader. The email subject line taps into emotion or promises a benefit; once the DEM is opened, visuals and copy establish the value for the user through to the CTA leading to the landing page.

On the landing page, users are asked to confirm some information about themselves and their pet, but the request is embedded within a gamification mechanic: once the form is completed, users gain access to the game and immediately receive a reward aligned with the theme, personalised content or a digital gift. Profiling therefore becomes part of the experience itself, helping to enrich the database.

The first activation was built around the world of cinema and the Oscars. Through a short test about their dog’s or cat’s habits, users discover their pet’s “Oscar profile” and receive a personalised creative asset based on one of four behavioural profiles: Best Director, Best Leading Actor, Best Visual Effects and Best Sound. The DEMs feature differentiated tones of voice for Gen Z and Millennials on the one hand, and Gen X and Boomers on the other.

The following activation changes the segmentation criteria, dividing the target audience in a different way. Unprofiled users are addressed through a creative concept built around the promise of an upcoming prize, with a voucher for photo prints. The most active cat owners receive the same voucher by uploading a video featuring their cat to Purina®’s TikTok profile.

The summer release shifts the focus towards emotional engagement, mapping the ways in which pet owners and their pets exchange gestures of affection. The key visual is inspired by the bond between them, reinforced by the copy “Your love has a language of its own”. By selecting which of the five Love Languages best represents their relationship with their dog or cat, users receive a two-for-one voucher for a pet-friendly restaurant.

Different activations, different mechanics and different types of rewards, but always within a consistent framework designed to get the most from a scalable format that evolves with each release without having to be reinvented, consistently creating value for the brand through content that is relevant to its audiences.