Success Story

Client

Winning the Pet Aisle: Cross-Screen Strategy Lifts Purchase Intent for Nestlé PURINA

+19%

Awareness (vs.+14% single exposure)

+31%

Favorability (vs. +13% single exposure)

+37%

Recommendation (vs. +14% single exposure)

+44%

Purchase Intent (vs. +5% single exposure)

Industry

CPG

Business Type

Advertisers, Large Business

Outcomes

Awareness, Favorability, Purchase Intent

Region

EMEA

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The Challenge

In the competitive pet care market, Nestlé PURINA PRO PLAN sought to drive product interest and elevate its competitive position among dog owners. The campaign prioritized generating awareness and consideration for measurable brand lift through a powerful omnichannel media strategy.

The Solution

Partnering with Teads, the brand devised a cross-screen plan that paired inRead placements on the web with CTV HomeScreen, being present for both lean-in and lean-back moments. By positioning Nestle’s message in highly attentive news environments, the creative had the best conditions to be impactful with playful, interactive inRead formats (including a top-performing square video) effectively capturing upper- and mid-funnel interest. Simultaneously, CTV HomeScreen acted as a massive full-page takeover moving audiences from simple awareness to actual consideration.

Preview on mobile

The Results

The campaign proved the effectiveness of cross-screen orchestration, with significant lift in purchase intent compared to single-screen exposure, based on cross-media standards.

In Our Clients' Words

"Our goal with Purina and Teads was to guide users through multiple touchpoints to facilitate decision-making. The results prove our omnichannel strategy works, even surpassing our hypotheses, with the combination of CTV and web not only building awareness but driving massive lift in intent."

Pauline Ahrens

Associate Director Digital Media, OPENMIND