ABOUT

NESTLÉ PURINA PETCARE WEBSITE
Your Pet. Our Passion.

THE CHALLENGE

There’s so much about pets on the Internet it can be overwhelming. From professional advice to caring cat lovers, the competition for attention is intense. Who do you trust?

As a leading pet food manufacturer, Nestlé Purina is part of the melee. Purina is committed to the wellbeing of pets worldwide. But food is the least interesting part of the relationship, and pet owners are naturally cautious of advice from a company with so obvious a product to sell.

To transform a pet food manufacturer into a pet care company, and build consumer trust, Purina needs to be part of the relationship beyond mealtimes, showing a genuine understanding of the uniquely individual bonds between owners and pets. Not just any pet. Your pet.

THE IDEA: Points of Disruption

However individual the nature of their relationship, pet owners actively seek advice at moments of disruption, from changing life stage to moving house to health concerns. By addressing these, Purina is
able to recognise the specific needs of individual pet owners, within a structure that remains engaging and manageable.

Purina UK's website with its European iterations, is the most comprehensive resource for pet owners on the Internet. Hundreds of articles, videos, interactive tools and personalised applications, specifically architected around the key milestones in the pet/owner relationship; from choosing a breed to growing old healthily. Nutrition, health, exercise, training, behaviour and emotional wellbeing, integrated with corporate, brand and product information.

Critically, the platform recognises the individual pet. Articles are categorised, and tools personalised for age, breed, health and lifestyle. Visitors can access expert services, including live messaging with vets. And registration is the hub for segmented, multi-brand relationship marketing. The site is a central part of the organisation’s brand story, building consumer trust through branded content. Purina believes people and pets are better together, and its website is a tangible expression of this passion. Making a pet food company first port of call for pet care information. And the resulting trust in the corporate brand drives trust and purchase intent for Purina’s product brands.

RESULTS

• Average monthly site visitorship over 35,000 pet owners, reaching 50,000+ during topic campaign periods – pet obesity, senior health.
• Dwell times over 4 minutes, averaging 1.8 content items visited.
• Approx. 15% of site visitors travel on to visit Nestlé Purina product websites.
• Outperforms every major pet-related organisation across hundreds of key pet care search terms.
• The hub of a multi-brand relationship program regularly connecting with a combined database of over 4 million European pet owners.