Dog Chow® Caja Misteriosa

The Objective

Reimagining Dog Chow's market position

Since its launch in 2015, Dog Chow® has faced formidable competition in the wet food segment, dominated by other competitors. Despite local manufacturing increasing its market share to 14.0% for FY2023 and the successful rebranding as "Dog Chow® Sabrosobres" in 2022, achieving a peak of 16.0% SOM, it was crucial to maintain momentum.

To solidify its position as the second most important player, Dog Chow® needed to innovate its communication strategy and explore new touch points. That’s where TikTok comes in, an ideal platform to generate excitement and engagement. The campaign aimed to leverage TikTok's potential to generate 10,000 new leads and achieve or exceed an average CTR of +0.32%.

The Solution

Engaging dog lovers with a mystery

In this campaign, the primary goal was to capture the audience's attention by placing the dog at the center of the narrative, making it the storyteller of its own adventure. This approach aimed to spark the natural curiosity of viewers, grabbing their attention from the start. The creative strategy utilized a popular filter within the category, allowing the dog to emotionally connect with the audience, increasing interest and fostering engagement.

To enhance this connection, the campaign introduced a "mystery box" element, strategically positioned at the end of the message. This addition served as a powerful hook, encouraging viewers to stay interested and ultimately sign up for a chance to discover the box's contents. The dog, enjoying its Dog Chow® Sabrosobres, pauses mid-meal to invite viewers to sign up, subtly hinting at the secret inside the box: among other gifts, a year's supply of dog food.

The campaign's target audience was broad, not only encompassing dog lovers but also extending to a wider demographic of men and women aged 18 to 55. This group included individuals interested in technology, racing cars, Formula 1, entertainment, and video games. By appealing to these diverse interests, the campaign successfully expanded its reach beyond just pet enthusiasts.

Ultimately, this strategy of combining an emotional narrative with a strong call to action and an enticing incentive proved effective in engaging the audience, generating leads, and creating a memorable brand experience.

The Results

Driving success with TikTok

This was the first CPL-focused campaign in the category on the platform, achieving a CPA of MX$36, which was 38% more efficient than the average of MX$49. The campaign generated 18,818 leads, a 65% increase compared to the previous Fancy Feast campaign.

The highest conversions occurred in the last few seconds of the video, highlighting the effectiveness of the approach. This success demonstrated that to stand out on TikTok, it's essential to innovate in communication, focusing on capturing the viewer's attention in a disruptive way.

Purina received the Gold Award at the 2024 TikTok Ad Awards for the Best Performance Campaign, showcasing the outstanding results achieved.

Source: Client Internal Data, Nestlé