2. A brief background on our social channels
Case Study: Caturday & Senior Dogs
Q&A

3. The Challenge
How do Petco and Hill’s Science Diet align social?
Goals
Petco
Increase engagement numbers
Monetize social channels
Create awareness around vendor products
Gain audience UGC
Hill’s Science Diet
Connect with cat owners
Build brand equity – Science Diet is FUN and
RELEVANT
Inspire trial and engage for loyalty
Win with Petco

4. Collaborate!
Planning & Coordination.

5. The first test
program…

6. Hill’s Activation
Connect Build the Brand
Inspire Trial & Engage for Loyalty

7. Where we landed:
a Social Mash-Up!

10. Petco Facebook posting examples

11. Hill’s Facebook posting examples
Co-branded posts reached 1.25MM+ total fans!

12. Engage!
Socialize and optimize.

13. Surprise and Delight!
Shipped over 200
Hill’s Science Diet
Hairball giveaway
prize packs!
Facebook People Reached* 1,371,710
Promoted Tweet 84,494
Impressions*
13

14. Hill’s Results
Hairball Sweeps impacted Hill’s Share of Voice for 4 weeks running.
Over 80MM impressions and 20M new fans!

15. Leverage!
Do more of what works well.

16. Hill’s Senior Pet & Petco’s Think Adoption First
16

17. Social media partnership 2012
Connect Integrate social media
Fresh and captivating
Build the Brand
content
Trial & Loyalty Cross-promote
Win with Petco Best in Class

18. Make it Memorable!

19. Shady’s story

20. Key Takeaways
Align on goals and metrics first
Identify key assets for dual use
Communicate… Constantly!
Keep consumers the priority
Follow up on stories for them
Long lead planning
Drive trial during live events
Plan giveaways around key traffic periods
Learn and evolve together!

21. Thank
You!