The document analyzes three social media campaigns for pet food brands Purina One, Beggin’, and Pedigree during Q1 2015, emphasizing the effectiveness of engaging pet-related content on platforms like Instagram. Key highlights include campaigns tied to major events such as the Grammy Awards and the Super Bowl, with Instagram being the leading network for user engagement. Each campaign utilized unique themes and engagement strategies, showcasing the impact of user-generated content.

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. 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. Beggin’ “#Grammys”

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. 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. 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. Purina One “#dogmomment”

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. 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. 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. Pedigree“#tweetforbowls”

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. 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. 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.

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