Digital Strategy and Campaigns
Associate Creative Dir
Creative, Design, UX/UI, Content Creation
Retail, Digital Media
Mission: Create a digital and social strategy for Purina Beneful product offerings via a mix of campaigns that educate, engage and entertain.
Tactic : Establish a brand strategy — “Friends with Beneful” — that focuses on friendship and pet parents desire to feed their buds the very best.
Reach audiences through digital initiatives executed throughout the year, engaging fans to share stories and product reviews across social and web.
Result : Our creative grew the brand to over 1 million fans across Facebook and Instagram, with an always on digital strategy built to inform customers of offers, updates and useful pet tips through the year.
Benny & Phil, our social series where two best friends eat and gossip, is an instant success with over 30 million collective views in less than six months, and over 50 episodes made during the year.
Along with our digital campaigns we launched Beneful.com and Beyond.com landing pages with product info and community outreach campaigns, including the Dream Dog Park Contest. Benefuls yearly dog park competition where communities get the chance to have Beneful build the dog park of their dreams.