When Purina decided to air a TV commercial during last week's Grammy Awards, the brand leaned on data from a buzzy digital spot that debuted last year.
In 2014, Purina and agency Reach Entertainment worked with YouTube comedy channel Jash to create three videos promoting Beggin', a line of dog snacks. The clips were distributed through a small rollout from YouTube influencers and posted to Beggin's social platforms. Julian Smith directed the clip, and Adam Schlessinger wrote the song.
One video—dubbed "I Get Beggin'"—featured a dog named Boss the Corgi that online viewers responded to particularly well, according to Gregory Stinson, assistant brand manager at Nestlé Purina.
"It proved itself in a variety of different ways in social channels, including video channels—it definitely warranted a larger investment," Stinson said.
On Twitter, Stinson said videos for consumer packaged goods typically generate a 3 percent engagement rate. Purina's corgi clip averaged a 7 percent engagement rate.
Given that the spot is related to music, the Beggin' team decided to launch the TV campaign during last weekend's Grammy Awards, when social chatter took off.
Read full article on [Ad Week]