Purina Farms Campaign
For years Purina has had the only pet's focused facility focused solely on research and pet related shows, yet it still seems to be a relatively unknown tourist destination. That's where my team comes in.
For GTB's intern project our creative brief had us create a campaign for Purina Farms, a large pet educational facility near St. Louis. Purina Farms has free admission, petting zoos, pet exhibits, large centers that host dog shows, and a large bucolic landscape, yet it needed a new look.
PROBLEM : Despite it's benefits many people considered Purina Farms a "best kept secret" kind of vacation spot that only locals knew about. Purina Farms, being owned and operated by the large pet food company Purina, wanted to change this low awareness as bringing in visitors keeps the facility open and viable. Another issue is that the bigger Purina brand is perceived to be a huge impersonal corporation. We believed Purina Farms is the perfect area to show that Purina does know what their users love and can be very engaging.
Purina Farms has an interested audience on social media sites, but needs a strong central presence for people to engage with meaningfully. Currently there’s over 2,000 posts by visitors using the #PurinaFarms but there is no official Instagram account, or at least one that is well known. Our team would immediately change this creating a striking Instagram filled with both pet highlight posts and posts from the perspectives of dogs enjoying their time at Purina Farms.
Their Facebook presence is already strong with over 11,000 likes, but it can gain more engagement and on site visitors through people sharing their content with friends and families if Purina Farms consistently creates original humorous content. As shown here social media visuals can quickly, cheaply, and effectively demonstrate Purina Farms’ benefits in a way followers would love.
Another source of original content will be web videos. For the campaign, videos will be created engaging with internet culture and play on the online popularity of pet videos. The first video will be a GoPro video of dogs exploring all the activities at Purina Farms, from their point of view. This has a high likelihood of going viral as similar videos receive millions of views and huge amount of impressions through social sharing. The next will be a parody of reaction videos, showing Purina Farms has a lighthearted sense of humor about our pets.