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.
Report :: Top Social Media Campaigns for Pet Foods - Q1 2015
Jul 15, 2015
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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 in social media. Brands included are Purina One, Beggin’ and Pedigree. Networks analyzed are Facebook, Twitter and Instagram.
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
Beggin’ “#Grammys”
Most Engaging Campaign PostsThe campaign aligns with a mass media event, the Grammy Awards, with event-related content. The campaign content includes videos, photos and music tracks.
Campaign Posting and Engagement Analysis1: 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.
Most frequent and engaging campaign topicsSome 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.
Purina One “#dogmomment”
Most Engaging Campaign PostsA 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.
Campaign Posting and Engagement Analysis1: 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.
Most frequent and engaging campaign topicsThe 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.
Pedigree“#tweetforbowls”
Most Engaging Campaign PostsAnother 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.
Campaign Posting and Engagement Analysis1: 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.
Most frequent and engaging campaign topicsThe 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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