Hill's Pet Nutrition Influencer and Media Partner Program
Influencer MarketingBurson rebuilt the Hill's Pet Nutrition influencer program by pairing creators with media partners and paid amplification, and the agency reports 447M impressions.
About the campaign
Hill's Pet Nutrition worked with Burson to pair influencers with media partners, and the program delivered 447MM impressions. Hill's Pet Nutrition sells pet food in a competitive market. The brand wanted to revitalize its influencer program and grow awareness and purchase consideration among key audiences.
The agency built an integrated program that combined trusted influencer voices with media partnerships. It expanded both the number and the quality of influencers working for the brand. Influencers created content carrying key brand and product messages for their own audiences. The named creators are @im_ericwang, @all_star_veterinary_clinic and @angieandruby. Media partners carried the program to broader groups of pet owners, and paid media amplified all content. Results were tracked through in-platform brand lift studies and purchase intent clicks.
The agency reports 447MM impressions, 4.6MM engagements and 59MM video views. Influencer content outperformed brand-generated content year over year. It also drove measurable increases in purchase intent, tracked as product add-to-cart volume. The content formed a library that Hill's could repurpose across its brand channels.
Case in 60 seconds
Hill's Pet Nutrition competes in a crowded pet food market, so its existing influencer program needed new ways to grow awareness and purchase consideration among the audiences the brand counted as key.
Pet owners give more weight to a voice they already trust than to a brand message, which is why reach alone could not carry the program without credible sources standing behind the content.
Burson paired the credibility of individual influencers with the scale of media partnerships, so trusted voices and wider publishers worked as one integrated program instead of two separate efforts.
Influencers created content carrying key brand and product messages for their engaged audiences, media partners extended it to wider groups of pet owners, and paid media amplified all of it, measured through brand lift studies and purchase intent clicks.
Burson reports 447MM impressions, 4.6MM engagements and 59MM video views, and states that influencer content outperformed brand-generated content year over year while raising product add-to-cart volume.
Strategy Breakdown
Creative & Execution System
Partners
- Burson
Creator role
- im_ericwang — creator
- all_star_veterinary_clinic — creator
- angieandruby — creator
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | 447M impressions |
| Engagements | 4.6M engagements |
| Video Views | 59M video views |
Why Burson's strategy worked
- 1
Pairing influencers with media partners keeps the credibility of a personal voice while reaching audiences beyond any single creator's following, because the partner carries the same content further.
- 2
Measuring creator work through brand lift studies and add-to-cart clicks ties it to purchase intent, which gives the program a commercial signal that impression counts alone do not provide.
- 3
Content commissioned from creators can become a reusable library for brand channels, so one round of influencer production also supplies the material the brand publishes on its own accounts.
Results
868K+
Total views
318%
Views vs baseline
28.6K
Creator video views
Results
2.85M
Views
187K
Engagements
2.6M
Top video views
Results
27.6K
Likes
2.47M
Reach
970
Comments