Nestlé Purina has launched its hero content video for natural pet food product, Purina Beyond, using Yahoo7’s end-to-end content marketing solution, Storytellers. The video is the first creative fully conceptualised, produced and served by the solution.
Aiming to educate Aussie pet owners on the importance of the nine recognisable key ingredients found in Purina Beyond, the ‘snackable’ video tells the story of Carly and her dog Bella, showcasing their symbiotic relationship and tips to maintain a healthy and active lifestyle together.
The video fronts a broader integrated digital campaign by MEC Sydney, which includes listicle editorials. Informed by extensive Yahoo7 data and research, the campaign was born from the insight that owners want their pets to feel as good as they do when eating natural, nutritious food and maintaining an active lifestyle.
The creative is housed on a number of Yahoo7 properties, including leading lifestyle destination Be, using the company’s native advertising marketplace, Gemini, for amplification. Yahoo7’s content strategists also managed the process from start to end, using data and insights to inform strategy and creative, serving the content to the most relevant audience at the most effective time, and measuring the results.
Nathan Hill, head of marketing at Nestlé Purina said: “After months of research and planning, we’re thrilled to launch our hero video content as part of the Purina Beyond launch campaign. By partnering with our agency MEC and Yahoo7, we are able to utilise Storytellers to seamlessly target and reach the right audience for our brand, at scale.”
Paul Sigaloff, chief revenue officer at Yahoo7 said: “It’s fantastic to execute a campaign with a heavyweight brand like Nestlé, and their agency partner MEC, so soon after launching the Yahoo7 Storytellers offer. Using Yahoo7’s unrivalled ‘datasphere’ to power insights for effective storytelling, the entire campaign was bought on known outcomes and provided Nestlé with guaranteed engagement results.”
Yahoo7 Storytellers leverages the brand’s unique offering across data, content and technology to provide the most comprehensive, owned and operated, end-to-end content marketing solution in Australia, for advertisers and marketers.
Source: Campaign Brief