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
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
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!
OverviewPetco needed to create social programs that engaged our audiences and allowed for vendor participation. Hill’s Science Diet sought to drive further awareness and positive perception
Tyler
Editorial Content PlanFacebookCaturday tab Posts driving to Hill’s Facebook Hairball applicationCoveritLiveEvent with Hills Expert2 Blogs featuring Hill’s and cat expertiseTwitterHashtag promotion, Surprise & Delight andPromoted TweetsCaturday Video sponsorshipFeatured Playlist on YouTube