Mars Petcare Performance Loop Social Campaign
Submitted by BrainlabsAgency IPI Score 19/100

Mars Petcare Performance Loop Social Campaign

Influencer Marketing

Brainlabs ran insight-led organic content with paid boosting for Mars Petcare brands Dreamies and Sheba, and reports over 430M+ views from the data-led strategy.

430M+Views

About the campaign

Brainlabs ran a data-led social strategy for Mars Petcare that it reports drove over 430 million views. Mars Petcare is a global leader that was facing a fast-evolving market. The goal was to move beyond simple awareness and build brand love that translated to sales.

The agency worked through its Performance Loop, which turns business challenges into cultural conversations. Its Bytesights tool surfaced insights such as the festive friction between cats and Christmas trees for Dreamies. A Boosting Barometer analysed organic content in real time, and only top-performing assets received paid media. A food influencer showcased the luxury of Sheba.

The agency reports over 430 million views from the data-led strategy. The agency describes the impact as bigger than vanity metrics alone.

Case in 60 seconds

Mars Petcare was facing a fast-evolving market, where it had to cut through saturated social feeds, justify a premium price point and counter competitor misinformation while reaching a new generation of pet parents.

Pet parents who treat their animals like family respond to the small domestic frictions they already live with, such as cats and Christmas trees, because those moments feel like their own home rather than an advertisement.

Brainlabs built the work on its Performance Loop, which turns business challenges into cultural conversations, so that content grounded in real owner insight could earn brand love that carried through to sales.

Bytesights surfaced insights such as the festive friction between cats and Christmas trees for Dreamies, and a food influencer showcased the luxury of Sheba. The Boosting Barometer analysed organic content in real time, so paid media went only behind the top-performing assets.

Brainlabs reports over 430 million views for the data-led strategy, which the agency presents as one part of an impact it describes as bigger than vanity metrics alone.

Strategy Breakdown

A new generation of "pet parents" who treat their furry friends like family.
A new generation of pet parents treats pets like family, which raises the bar for brand content because it has to fit the way owners already live with and talk about their animals.
Pet food competes in saturated social feeds where a premium price has to be justified and competitor misinformation circulates, so attention alone does not turn into preference or sales.
Sheba was shown through a food influencer, which places the brand's premium price inside a frame of luxury that owners already understand from their own food.

Creative & Execution System

Partners

  • Brainlabs

Results & Evidence

MetricValue
ViewsOver 430M+ Views

Why Brainlabs' strategy worked

  1. 1

    Boosting only the organic assets that already perform lets paid media follow audience response, so spend goes behind content with demonstrated pull instead of content chosen before anyone has reacted to it.

  2. 2

    Rooting pet food content in a household moment owners recognise, such as a cat and a Christmas tree, gives a brand a reason to be shared because the joke already belongs to the owner.

  3. 3

    Placing a pet food brand with a food influencer borrows the codes of human dining, which supports a premium price point by framing the product as indulgence for a member of the family.

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