7. 22 JANUARY 2013
60% of active users access Twitter via mobile.
In the UK, 80% do. (source:Twitter)
―When you look at behavior of mobile users on Twitter,
they are double digit more likely to re-tweet, double digit
more likely to reply‖ compared to non-mobile users.
—Joel Lunenfeld, VP, Global Brand Strategy, Twitter
PAGE 7
8. 22 JANUARY 2013
Photos are more
important than ever.
Brands post photos because
people share photos.
PAGE 8
12. 22 JANUARY 2013
The old creative model won’t work for mobile
native advertising.
Brief-based production takes a long time, and we need to make a lot of stuff for social
channels.
Brief SOW Concept
Green
Light
Shoot Produce
Review
x3
Legal
Review
Postpro-
duction
Publish
PAGE 12
13. 22 JANUARY 2013
A photography & production team
that uses an editorial model
fueled by intelligence
to create timely, short-form, social-quality content
that optimizes engagement
returning brand equity
at a relatively low cost.
PAGE 13
15. PAGE 18
22 JANUARY 2013
THESE PICTURES ARE WORTH THOUSANDS OF SHARES,
AND MILLIONS OF VIEWS.
16. And it plays right into social & mobile―native‖ ad products.
Our best-performing content becomes our mobile ads.
22 JANUARY 2013
PAGE 19
17. 652,058 fans. 969,764 fans.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
22 JANUARY 2013
PAGE 20
18. 204,957 people
talking about them.
843,803 people
talking about them.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
22 JANUARY 2013
PAGE 21
19. Reached 7,699,714
people in 28 days.
Reached 38,098,693
people in 28 days.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
22 JANUARY 2013
PAGE 22
20. Mobile penetration
less than 20%.
Mobile penetration
over 44%.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
22 JANUARY 2013
PAGE 23
21. 22 JANUARY 2013
The best mobile ad is a brand’s most
engaging content.
PAGE 24
22. 22 JANUARY 2013
Purina’s Mobile
Approach
Top brands (must) have a mobile
optimized presence
Mobile integrated into
communications plans
Build on/for consumer behavior
It’s about catching up to
consumers – quickly.
1.
2.
3.
PAGE 25
23. 22 JANUARY 2013
Purina’s Future in
Mobile
Mobile is the first screen mentality
Double-down on engaging content,
across more brands
Work for Purina mobile usage levels
to approach our consumers’ overall
mobile usage
1.
2.
3.
PAGE 26