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, and aims to educate Aussie pet owners on the importance of the nine recognisable key ingredients found in Purina Beyond.
The video fronts a broader integrated digital campaign 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 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.”
Client: Nestlé Purina
Head of marketing: Nathan Hill
Brand manager: Joyce Li
Agency: MEC Sydney
Digital manager: Jade Tainturier
Brand performance director: Sean Gillespie
Media and publishing partner/ production company: Yahoo7 (Storytellers)
Head of brand: Anny Havercroft
Group sales manager: Clare Rudduck
Sales manager: Jimmy Aoun
Senior project manager: Leah Yeung
Project manager: Jessica Sumpter
Editorial brand strategist: Caitlyn Brukarz-Smith
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