DMA: Data and Marketing Association
Consumer Help

360° Passion: Purina's customer engagement

Agency: Contactlab    •    Client: Nestlé Purina    •    Category: Best use of Email Marketing    •    Award: Certificate

Purina is Nestlé's corporate pet food brand, with 29.8% market share in the grocery industry and 11.2% in the specialist channel worth 1.971 million euros in Italy in 2016.

Target: users signed up to the brands' websites, divided into 11 behavioral segments.

We created a personalized customer engagement plan focused on retention through digital direct marketing to:

  • Personalize the relationship with users and build loyalty over time
  • Promote products from Purina brands
  • Reward and celebrate the unique relationship

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