Purina drives nearly 30,000 store visits with the help of advanced data solutions in Switzerland

BUSINESS OBJECTIVE 

Boosting engagement, conversions, and consumer insights

Millions of pet owners across Switzerland nurture their animal companions with Purina’s high-quality pet food and treats. The brand actively seeks innovative ways to reach both loyal and potential customers and to understand the impact of its advertising on pet lovers. 

Purina promoted its range of premium pet food products across Switzerland with the aim of increasing consideration amongst pet owners and driving in-store conversions in two major pet supplies chains, Fressnapf and Qualipet. The brand also sought to gain a deeper understanding of consumer behaviour amongst Swiss German and Swiss French audiences across video and display campaigns. 

To help maximise the relevance and efficiency of its media strategy, the company and its agency, OpenMind Switzerland, leveraged The Trade Desk’s platform to use our suite of advanced data and measurement solutions, access high-quality inventory, and engage audiences more intelligently.

SOLUTION 

Using advanced solutions to drive measurable impact

Purina was amongst the first Swiss companies to test our local geo-data marketplace in combination with our Quality Reach Index within the Kokai platform experience. 

Purina used its own retail data to build a high-value seed audience of existing purchasers and engaged consumers. It then expanded the seed audience to develop a highly optimised audience of pet owners who frequent relevant pet stores located in the German- and French-speaking cantons. 

Purina used our Quality Reach Index to assess the effectiveness of its targeting strategies and our Identity Alliance solution to help consistently match these audiences across devices. 

Additionally, the pet food brand used our Sellers and Publishers 500+ inventory marketplace to buy premium inventory on the open internet more efficiently. Predictive Clearing was used to help optimise bidding, helping Purina secure inventory at competitive prices. 

To measure the impact of the campaign, Purina used our marketplace of independent measurement providers. These included footfall measurement partners Adsquare and Drako to assess pet store visits, and Happydemics to run a brand lift study and evaluate brand engagement. 

RESULTS 

Lifting brand consideration and store visits

Purina’s campaign exceeded its expectations. In particular, brand lift results ranked amongst the top 5% of Happydemics’ studies. These included a 42-point increase in “personal interest” and a 44-point increase in “brand consideration” amongst Swiss German consumers. For Swiss French consumers, “personal interest” was up by 34 points and “brand consideration” was up by 33 points. 

Within the four-week attribution window, tracked store visits exceeded 29,000, while agency optimisation efforts reduced the cost per store visit to 1.58 CHF. 

By using our household graph, Purina achieved frequency savings of over 80,000 CHF, and used those savings to help increase the unique ID reach by about 1 million. Additionally, it unlocked unique insights and drove cost-efficient performance through smarter media activation. 

Overall, the campaign successfully demonstrated how efforts to increase consideration and performance can be combined to enhance various aspects of a media strategy. Purina plans to implement additional activations in Kokai for future campaigns to help drive cost savings and further enhance audience relevance.

Learn how advanced data solutions can help your brand engage its target audiences more intelligently. Contact us or reach out to your account manager at The Trade Desk today.