I media summit 9-6-12-ks
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The document discusses a social media case study between Petco and Hill's Science Diet on aligning their social channels. [1] The goals were to increase engagement for Petco and build brand equity and trial for Hill's Science Diet. [2] They collaborated on a social media partnership utilizing co-branded posts, giveaways, and senior pet content to reach over 80 million impressions and 20 million new fans. [3] Key lessons were to align goals, communicate constantly, keep consumers the priority, and learn together through the partnership.
I media summit 9-6-12-ks
- 2. A brief background on our social channels Case Study: Caturday & Senior Dogs Q&A
- 3. The Challenge How do Petco and Hill’s Science Diet align social? Goals Petco Increase engagement numbers Monetize social channels Create awareness around vendor products Gain audience UGC Hill’s Science Diet Connect with cat owners Build brand equity – Science Diet is FUN and RELEVANT Inspire trial and engage for loyalty Win with Petco
- 6. Hill’s Activation Connect Build the Brand Inspire Trial & Engage for Loyalty
- 7. Where we landed: a Social Mash-Up!
- 10. Petco Facebook posting examples
- 11. Hill’s Facebook posting examples Co-branded posts reached 1.25MM+ total fans!
- 13. Surprise and Delight! Shipped over 200 Hill’s Science Diet Hairball giveaway prize packs! Facebook People Reached* 1,371,710 Promoted Tweet 84,494 Impressions* 13
- 14. Hill’s Results Hairball Sweeps impacted Hill’s Share of Voice for 4 weeks running. Over 80MM impressions and 20M new fans!
- 15. Leverage! Do more of what works well.
- 16. Hill’s Senior Pet & Petco’s Think Adoption First 16
- 17. Social media partnership 2012 Connect Integrate social media Fresh and captivating Build the Brand content Trial & Loyalty Cross-promote Win with Petco Best in Class
- 19. Shady’s story
- 20. Key Takeaways Align on goals and metrics first Identify key assets for dual use Communicate… Constantly! Keep consumers the priority Follow up on stories for them Long lead planning Drive trial during live events Plan giveaways around key traffic periods Learn and evolve together!
- 21. Thank You!
Editor's Notes
- #4: OverviewPetco needed to create social programs that engaged our audiences and allowed for vendor participation. Hill’s Science Diet sought to drive further awareness and positive perception
- #7: Tyler
- #8: Editorial Content PlanFacebookCaturday tab Posts driving to Hill’s Facebook Hairball applicationCoveritLiveEvent with Hills Expert2 Blogs featuring Hill’s and cat expertiseTwitterHashtag promotion, Surprise & Delight andPromoted TweetsCaturday Video sponsorshipFeatured Playlist on YouTube
- #9: First task was to
- #10: Broadcast commercial
- #12: Tyler: Giveaway generated interaction
- #15: Tyler
- #17: Video Plays
- #18: Tyler