A brief background on our social channels Case Study: Caturday & Senior Dogs Q&A

The Challenge How do Petco and Hill’s Science Diet align social? Goals Petco Increase engagement numbers Monetize social channels Create awareness around vendor products Gain audience UGC Hill’s Science Diet Connect with cat owners Build brand equity – Science Diet is FUN and RELEVANT Inspire trial and engage for loyalty Win with Petco

Collaborate! Planning & Coordination.

The first test program…

Connect Build the Brand Inspire Trial & Engage for Loyalty Hill’s Activation

Where we landed: a Social Mash-Up!

Petco Facebook posting examples

Hill’s Facebook posting examples Co-branded posts reached 1.25MM+ total fans!

Engage! Socialize and optimize.

13 Surprise and Delight! Shipped over 200 Hill’s Science Diet Hairball giveaway prize packs! Facebook People Reached*1,371,710 Promoted Tweet Impressions* 84,494

Leverage! Do more of what works well.

15 Hill’s Senior Pet & Petco’s Think Adoption First

Social media partnership 2012 Connect Integrate social media Build the Brand Fresh and captivating content Trial & Loyalty Cross-promote Win with Petco Best in Class

Make it Memorable!

Shady’s story

Key Takeaways Align on goals and metrics first Identify key assets for dual use Communicate… Constantly! Keep consumers the priority Follow up on stories for them Long lead planning Drive trial during live events Plan giveaways around key traffic periods Learn and evolve together!

Thank You!