i media summit 9-6-12-ks

A brief background on our social channels

Case Study: Caturday & Senior Dogs

Q&A

The ChallengeHow do Petco and Hill’s Science Diet align social?

GoalsPetco

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

Collaborate!

Planning & Coordination.

The first test

program…

Connect Build the Brand

Inspire Trial & Engage for Loyalty

Hill’s Activation

Where we landed: a Social Mash-Up!

Petco Facebook posting examples

Hill’s Facebook posting examplesCo-branded posts reached 1.25MM+ total fans!

Engage!

Socialize and optimize.

13

Surprise and Delight! Shipped over 200 Hill’s Science Diet Hairball giveaway prize packs!

Facebook People Reached* 1,371,710

Promoted Tweet Impressions*

84,494

Hill’s ResultsHairball Sweeps impacted Hill’s Share of Voice for 4 weeks running.

Over 80MM impressions and 20M new fans!

Leverage!

Do more of what works well.

16

Hill’s Senior Pet & Petco’s Think Adoption First

Social media partnership 2012

Connect Integrate social media

Build the Brand Fresh and captivating content

Trial & Loyalty Cross-promote

Win with Petco Best in Class

Make it Memorable!

Shady’s story

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!

Thank You!