Purina ONE's Social Coupon Laps Up Demand

Objective

Purina ONE wanted to give back to its community and build buzz in advance of the release of its new pet food, Purina ONE beyOnd. To do so, it sought to give away more than 25,000 full-size bags of its product via Facebook, hoping to first engage with its active community and then publicize the promotion more broadly through a media buy and targeted outreach to bloggers.

Solution

Create a fan-gated social coupon for Purina ONE’s page using Context Optional’s Social Marketing Suite. Provide fans an exclusive (and limited) opportunity to be some of the first people to try the highly-anticipated products by claiming a free bag of Purina ONE’s soon-to-be released pet food, Purina ONE beyOnd.

Result

By midnight on the day the promotion launched, 27,500 bags of pet food were claimed by fans (100% of the company’s planned givaway), with traffic supported only by a Facebook Wall post and viral activity. The company's fan base grew by 180%, with a gain of more than 56,000 new fans. 52% off the coupon’s users shared the promotion with other friends on Facebook, and more than 41% of those invitees accepted. In response to the incredible demand for samples, Purina ONE followed the initial giveaway with another 25,000-bag coupon giveaway (which were scooped up by fans in 30 hours).