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Report Period: Jan 1 - Mar 31, 2015
Top Social Media
Campaigns for Pet
Foods
An in-depth analysis of 3 pet food
campaigns ...
Summary
Pet Food campaigns tend to play well in social medial, as they frequently combine a photogenic
subject with someth...
Beggin’ “#Grammys”
Most Engaging Campaign Posts
The campaign
aligns with a mass
media event, the
Grammy Awards,
with event-related
content. T...
Campaign Posting and Engagement Analysis
1: With the
campaign tied to
the Grammy
Awards, the
duration is likely
going to b...
Most frequent and engaging campaign topics
Some of the top
themes include
“song”,
“download”,
“corgi” and
“bacon”. Themes
...
Purina One “#dogmomment”
Most Engaging Campaign Posts
A nice setup for a
campaign that can
run indefinitely.
Fan posts in the
pet food category
are...
Campaign Posting and Engagement Analysis
1: The structure
and ongoing
scheduling are
clearly outlined in
the daily charts ...
Most frequent and engaging campaign topics
The idea of user
generated content
and photo sharing
is evident in the
most fre...
Pedigree“#tweetforbowls”
Most Engaging Campaign Posts
Another event-
related campaign,
this one promotes
animal shelters
during the Super
Bowl, and...
Campaign Posting and Engagement Analysis
1: It’s surprising to
see that Instagram
wasn’t included in
this campaign,
given ...
Most frequent and engaging campaign topics
The campaign’s
themes are
outlined to the left.
Engaging themes
in dark red in ...
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Report :: Top Social Media Campaigns for Pet Foods - Q1 2015

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An in-depth analysis of 3 pet food campaigns in social media. Brands included are Purina One, Beggin’ and Pedigree. Networks analyzed are Facebook, Twitter and Instagram.

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Report :: Top Social Media Campaigns for Pet Foods - Q1 2015

  1. 1. Report Period: Jan 1 - Mar 31, 2015 Top Social Media Campaigns for Pet Foods An in-depth analysis of 3 pet food campaigns in social media. Brands included are Purina One, Beggin’ and Pedigree. Networks analyzed are Facebook, Twitter and Instagram.
  2. 2. Summary Pet Food campaigns tend to play well in social medial, as they frequently combine a photogenic subject with something people are passionate about. Pets. That also makes them ideal for user generated content, which all these campaigns seem to employ on some level. It’s also a combination that makes Instagram the network of impact for this type of content. Highlights ❖ Two of the campaigns tied in with 2 major events in Q1: The Super Bowl and the Grammy Awards. ❖ Instagram is the clear engagement leader among the social networks. Not surprising given the photogenic subject matter of pets. Report Period: February 2015
  3. 3. Beggin’ “#Grammys”
  4. 4. Most Engaging Campaign Posts The campaign aligns with a mass media event, the Grammy Awards, with event-related content. The campaign content includes videos, photos and music tracks.
  5. 5. Campaign Posting and Engagement Analysis 1: With the campaign tied to the Grammy Awards, the duration is likely going to be relatively short. This can be seen in the quick spike around the Feb 9th event.
  6. 6. Most frequent and engaging campaign topics Some of the top themes include “song”, “download”, “corgi” and “bacon”. Themes that sound like they could definitely drive some engagement. Top terms from campaign. Size = posting volume, color = engagement level.
  7. 7. Purina One “#dogmomment”
  8. 8. Most Engaging Campaign Posts A nice setup for a campaign that can run indefinitely. Fan posts in the pet food category are full of great shots of people’s pets, so it makes sense to leverage that in a campaign.
  9. 9. Campaign Posting and Engagement Analysis 1: The structure and ongoing scheduling are clearly outlined in the daily charts at the bottom. 2: Note the difference in engagement rates between Instagram and the two other networks.
  10. 10. Most frequent and engaging campaign topics The idea of user generated content and photo sharing is evident in the most frequently used terms in this campaign. Top terms from campaign. Size = posting volume, color = engagement level.
  11. 11. Pedigree“#tweetforbowls”
  12. 12. Most Engaging Campaign Posts Another event- related campaign, this one promotes animal shelters during the Super Bowl, and uses a Super Bowl themed hashtag, “#tweetforbowls”, to create a link to the event.
  13. 13. Campaign Posting and Engagement Analysis 1: It’s surprising to see that Instagram wasn’t included in this campaign, given it’s high engagement level overall in this category. 2: Like Beggin’s “Grammy’s” campaign, this one spikes sharply around the event, and then fades quickly.
  14. 14. Most frequent and engaging campaign topics The campaign’s themes are outlined to the left. Engaging themes in dark red in the center emphasize the buildup and finale with terms like “results” and “participated”. Top terms from campaign. Size = posting volume, color = engagement level.
  15. 15. Be notified when reports like this are available from Zuum: Subscribe For more information about Zuum’s capabilities and pricing, please contact sales@zuumsocial.com ZuumSocial.com Subscribe © 2015 Zuum

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