Purina - Ruffs
How do you reward a dog just for being a dog?
Winner - ADMA - Social Media
Ruffs Case Study Video
RUFFS is a different kind of dog treat. While some brands reward dogs for doing tricks, RUFFS is about rewarding them just for being dogs. With the new positioning in mind, we created “Let Sandy Loose” a social media experience where RUFFS ambassador Sandy ran riot across dog lovers Facebook pages. At the end, the audience could share the experience with their friends and receive a free treat in the post, personally addressed to their dog. The quirky campaign was extremely popular, shared over 11,000 times on Facebook with over 20,000 samples delivered in the first four weeks. Over the six months of the campaign there was a huge increase in Facebook activity and the Purina Australia FB fan base went from 7,000 to 70,000.
Alongside the social media campaign we also created the DM sample pack and a campaign microsite launching the new product.
