Purina
Pre-sale pitch/ Multimedia page design
Overview
In 2021, our partnership with Purina will focus on the key ingredients necessary for a rich life, viewed through the lens of how each affects our pets and us. There are so many lessons our pets can teach us about a life well-lived. It’s time we follow their lead.
KPI/Objective
Campaign objectives: Drive trust and increase brand distinction amongst consumers.
Primary KPI: Pageviews and Average time spent
Audience:
Primary: Dog Owners and the Moveable Middle (Women;<65; Pet Owner; Heavy/Super-Heavy Dog and Cat Food Buyers
Secondary: Competitive consumers (Blue Buffalo, Pedigree, Iams, Nutrish, Cesar)
Role
Design strategist (Pre-Sale), Interactive designer (Post-sale)
Job
Collaborate with video producer, sales, content strategist determining strategic and innovative brand content solutions in order to meet Client’s KPI.
Created assets such as mockup, social assets, testing, and prototyping emerging tech innovations in tandem with developers for the campaign
Story
The uncertainty of this past year has caused many of us to look inward to make sense of life. When the truth is, all we really need to do is look beside us. Our pets can teach us a lot about life. They live in the moment. They don't regret the past or worry about the future. Perhaps it’s time we follow their lead and learn to appreciate what’s right in front of us, right here and now, so we can experience the splendor of living that our pets enjoy.
Q1 (LAUNCHED):
Helping users connect the dots on dog nutrition with features like the Dog Food Label Decoder, by a comprehensive multimedia experience that includes documentary-style video and an engaging interactive infographics module.
Client’s needs: High brand and product integration, Scroll depth, Click rates on interaction,
Design
Q2 Love at First Bark: An Adoption Story (LAUNCHED):
In this visually-driven timeline-based feature, we’ll tell the adoption love story of one person and their beloved dog—from meeting online through the shelter’s website to making a forever home together—through gifs, photos, videos, and text messages.
We will create custom, co-branded social assets focus on dog adoption knowledge, which is another big pandemic trend. During the pandemic, Pintestes has been recording growth in their user traffic, and we decide to utilize existing Purina’s Pinterest page to reach a bigger audience.
Design
Q3 Whats Your Pets Environmental Pawprint
Then we’ll personalize the topic with 4 questions about their pet’s daily habits to determine their environmental pawprint. Throughout the experience, we’ll empower readers with short-form videos that combine information on Purina’s sustainability initiatives with actions they can take in their own lives.
