A new exciting project in Sweden, Norway and Finland meets consumers in the fall of 2022. Today we visit eminent Caroline Christensen, seated in Copenhagen, who works as Nordic Brand Manager for Nestlé Purina to learn more about the activation.
Hi Caroline, tell us briefly about yourself and your role at Nestlé Purina:
– I’m Nordics Brand Manager for Purina ONE®, a brand committed to bring your pet visible health for today and tomorrow. I define the local brand plans in line with the Central Strategies and lead the local implementations. I’m seated in the Purina Nordics HQ offices in Copenhagen.
During the autumn, Nestlé Purina & Smartson will attract, engage and convert new cat owners via a new brand box. Can you tell us briefly about the project?
– We have decided to collaborate with Smartson for us to spread the message of our amazing brand Purina ONE® and the 3 Weeks Challenge in Sweden, Norway and Finland. The 3 Weeks Challenge starts when you feed your cat Purina ONE® so you can see a visibly healthy cat in 3 weeks. Each week you can witness your cat´s wellness in higher energy levels, healthy digestion to a shiny coat.
– Smartson provides a great opportunity to get the product into the hands of the shopper and to show them how amazing the product is for their cats, and for the shoppers to share their experiences. Each test pilot will receive a branded box filled with our Purina ONE® Sterilcat Beef 800g for them to start the challenge right away.
What will be the keys to a successful activation?
– A successful activation for us will be great engagement from the test pilots both on their own digital platforms but also when evaluating and reviewing the product after the 3 Weeks Challenge has ended. We are very excited to see the results.
What value do user-generated content and reviews create for your total media mix?
– User-generated content for us is a great addition to our media mix. It serves as testimonials from actual cat owners and is an authentic addition to the total mix.
– We are also planning on taking some of the findings for our future communications, as the voice of the shoppers for each country is valuable and important for us to include.
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