CHALLENGE

Every Christmas season, more than 18,000 brands compete for holiday shopping madness on eCommerce websites.

With the noise and clutter of product promotions taking over the online shopping scene, how can Supercoat Philippines connect with consumers and promote brand love on its Purina Lazada store?

SOLUTION

Presenting Bucky and Steve’s Super Christmas! A drive to eCommerce initiative where furparents can share their love for their furbabies to the shelter dogs at the Philippine Animal Welfare Society (PAWS).

Believing that every dog should have a super Christmas, NUWORKS and Supercoat posted a Facebook video of Bucky and Steve, who invited furparents to hark back to the Yuletide spirit of giving by simply making a purchase on the Purina Lazada store.

For every bag of Supercoat purchased, another bag was donated to the dogs at PAWS.

IMPACT

The key efforts proved worthwhile as the e-commerce campaign contributed 85% of total 2019 Purina Supercoat sales and 15% of total Purina brand sales. Stocks were quick to run out given the target market’s fervor in participating in the campaign. This meant 67 Purina Supercoat packs sold (3kg and above) with 70kg worth of donated bags -- equivalent to 318 bowls donated to shelter dogs in PAWS.

The campaign also generated 15.38% engagement rate versus the 2.42% average ER of other Purina campaigns in the same year. The comments section was also filled with consumers tagging other people to spread the word about the advocacy campaign with their co-fur-parents. These meaningful conversations ultimately generated conversions.

The campaign generated positive uplift in terms of metrics for impression at 26,879,667, reach at 9,356,263, and engagement at 1,457,087.