Project:
Purina’s Pet Welfare team wanted to change the perception of shelter pets in the St. Louis metropolitan community in an effort to steer perspective pet owners to shelters where they could adopt their next pet. They turned to Byrne PR to create
awareness of Purina’s Meet the Real Me campaign, a pilot multimedia campaign featuring images of local shelter pets.
Strategy:
Byrne PR utilized and leveraged Purina Pet Welfare experts, shelter partners and a renowned pet photographer as program spokespersons to introduce the Meet the Real Me campaign and educate St. Louis consumers.
Results:
- Multiple, heavily-branded placements with top St. Louis media (TV, radio, print, online, social and blogs)
- More than 2.2 million impressions generated