Nestlé Purina® DentaLife®

How DentaLife® supported Dental Month and drove trial as well as secondary purchase while delivering core brand messaging using Shopmium

Nestlé Purina® DentaLife®

Context

Following a first, very effective campaign with Shopmium, DentaLife® utilised Shopmium once more to educate shoppers on pets’ dental health and recruit new buyers.

Supporting Dental Month, Shopmium ran two campaigns; one to recruit new buyers of DentaLife® Dog dental sticks and a second one to make people aware and drive trial of their NPD: DentaLife® Cat treats.

The solution

Combining Creative with Call to Action

Alongside great brand led, education driving creative, Shopmium created calls to action that were designed to maximise conversion to drive trial and secondary purchase.

Try “Single Format” for FREE and then be able to purchase a MULTI-PACK for Half Price.

A Successful Campaign offering great Data & Insights

94% of buyers were new and had never bought the products before and 80% intended to repurchase.

More than 1,200 shoppers rated & reviewed the products (with an average score or 4.7/5), providing key insights for the brand.

And we got the results!

>85 %

Incremental Sales

%

Buyers are New or Lapsed

%

Intend to re-purchase

What they said

Reviews

Mark Foster

Shopper Marketing Lead

Having worked with Shopmium to support varying Purina brands previously (including a retailer-specific Dentalife media campaign) I wanted to use it to extend the reach, awareness and impact of Dental Month supporting all customers for both dog and the new Cat NPD. The focus was to drive awareness & education of the importance of everyday oral hygiene for your pet whilst reaching and recruiting new buyers allowing them to experience the difference to their pet after using Dentalife daily. The campaign delivered the key objectives required: significant & guaranteed awareness, measurability on incremental sales & new buyers and a strong ROI from mobile advertising. Plus we got significant buyer & product insights and this allows us a 360 view to continue building on the success of the brand overall and start effectively & proactively planning for future Shopmium activations.

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