Golin/Harris and Nestle Purina PetCare Company: The Purina Pet Institute's
Pet Healthiest Cities Program
Purina Pet Products had a problem. They were viewed as old-fashioned and steady, but not a leader in pet nutrition or research. Rivals like Iams or Hills Science Diet were viewed as more modern. The reality was different, Purina was doing more in research, product innovation and leadership than its competitors. Communicating that was the company's goal.
Enter Golin/Harris International with a brief to help this well-known company focus on developing its brand. Purina had previously put most of its firepower on individual products. The agency helped start this simple revolution by helping to create the Purina Pet Institute (PPI) with a mission of improving life for cats and dogs.
Then Golin devised a program to identify the US city with the best resources and facilities for keeping pets healthy. It was titled “Pet Healthiest Cities,” an initiative which looked at criteria such as veterinarian-to-pet ratios, rabies vaccination legislation and the presence of cruelty investigation programs. The winner out of 50 ranked cities was Denver, and Golin organized the presentation of a “Wagging Tail” award to the Mayor's office. Press materials included quotes from the Mayor and were distributed with help from the Mayor's press office.
PPI director Dr. Aine McCarthy featured in a three-hour satellite media tour and b-roll including visuals from the top three cities were distributed via satellite.
The results for such a simple idea were astounding. Outlets such as AP, USA Today, The Washington Post and CNN, ran features on the Pet Healthiest Cities program and 20 local live satellite interviews were conducted with Dr. McCarthy.
One judge said that Purina and Golin had effectively raised awareness about the brand and its efforts in the area of pet health. “Whether dot-com or old-line manufacturers, companies face communications issues getting their messages out about who they are today to the audiences that count most.”
The agency won 4.25 hours of unpaid TV airtime, 81% of stories delivered one or two key messages, while Purina has received numerous calls from those in the pet health community eager to join its PPI programs.
The MWW Group and LegalZoom.com: The New Dream Team
Getting positive press for websites these days is an exercise in futility, unless you want to discuss the lessons you learned from your demise. The MWW Group, however, managed to be eye-catching in its outreach activities for a legal do-it-yourself document preparation service. MWW capitalized on the legal theme throughout and created a personalized summons with the title, “You Have Been Served.” This ordered the media to appear before a LegalZoom “justice court” to preview the site before it went live. Three AP entertainment stories ran in 187 newspapers across the US. Unique visitors to the site increased by 137% to 23,200, while between March and April, sales nearly doubled compared to pre-launch figures. Perhaps more impressively, LegalZoom.com made its first profit just three months after launch.
Edelman and Currenex: Revolutionizing Foreign Exchange
Golin/Harris and Nestle Purina PetCare Company: The Purina Pet Institute's Pet Healthiest Cities Program
The MWW Group and LegalZoom.com: LegalZoom: The New Dream Team
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Sponsored by Alticor
Alticor (www.alticor.com) is the parent company of Amway, Quixtar and Access Business Group. Headquartered in Ada, MI, Alticor and its affiliates offer products, business opportunities, and manufacturing and logistics services in more than 80 countries and territories worldwide. In its most recent fiscal year, the company reported worldwide sales of $4.1 billion.