The challenge was to enhance the trial rates of the Iams Advanced portfolio among a specific group of pet parents, focusing on those who shop for pet products at Walmart specialty stores. The task involved not only capturing their attention but also providing them with a compelling reason to try the advanced pet care offerings.
The brand executed a hyper-targeted and personalized marketing campaign, leveraging the influence of a content creator known for her connection with pet enthusiasts. The content creator, accompanied by her beautiful dog, showcased the key benefits of the Iams Advanced portfolio in a way that resonated with the lifestyle and needs of Walmart specialty pet shoppers.
The campaign's geographic targeting was refined, focusing within a few miles of select Walmart specialty stores frequented by the brand's target audience. This ensured that the message reached pet parents at the right place and time.
To encourage trial, engaged shoppers were pleasantly surprised with a high-value barcode offer. This single-use, single-retailer offer was applicable to select items within the Iams Advanced portfolio, creating a sense of exclusivity and immediacy.
The campaign achieved full engagement, with an impressive redemption rate of the issued offers.
The high redemption rate indicated that the targeted pet parents not only engaged with the content but also took action by trying out the Iams Advanced portfolio.
Importantly, the campaign demonstrated a successful execution without any instances of waste or fraud in the distribution and redemption of the high-value barcode offers.