Pets Welcome-6
Submitted by TRIBE

Purina Pets Welcome London Creator Posts

Influencer Marketing

TRIBE ran an influencer campaign for Purina asking creators to share pet friendly London locations to promote the Pets Welcome app, which TRIBE reports reached a 5.96% engagement rate.

5.96%Engagement Rate
12.5KLikes & Comments
209.9KCombined Followers

Case in 60 seconds

Purina needed pet owners in London to start using Pets Welcome, an app whose value only becomes clear when an owner is out with a dog and looking for somewhere that will let them in.

Pet owners already photograph their outings, so the brief treats the brunch photo taken with a dog as a ready made format, because a place shown with a pet in it proves the app's promise rather than stating it.

The campaign asked creators to show their favourite pet friendly locations in London and point their followers to Pets Welcome, so the app was demonstrated through real outings rather than described in brand copy.

TRIBE briefed creators to submit posts showing pet friendly London locations, framed around the perfect insta shot at brunch with a dog, while encouraging followers to use Pets Welcome; TRIBE reports 11 creator posts, and Purina licensed 3 original pieces.

TRIBE reports a 5.96% engagement rate and 12521 likes and comments from creators with 209939 combined followers, while the comments the page reproduces respond to the app directly, including one follower saying they will be downloading it.

Strategy Breakdown

Pet owners, specifically dog owners in London who go out to places such as brunch with their pets.
Purina positions Pets Welcome as the practical answer to where an owner can take a dog, so the brand appears as a helper on the outing rather than as a pet food advertiser.
The brief builds on the habit of arranging food for the perfect photo at brunch and adds the dog to that scene, because a familiar posting ritual lowers the effort of featuring the app.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • TRIBE

Results & Evidence

MetricValue
Engagement Rate5.96%
Likes & Comments12.5K likes and comments
Content Pieces Licensed3 original pieces
Creator Posts11 posts
Combined Followers209.9K followers

Why TRIBE's strategy worked

  1. 1

    An app that solves a situational problem is easier to sell through the situation itself, because a creator photographed at a pet friendly table shows the use case rather than explaining it.

  2. 2

    Running creator posts through a brief that ends in content licensing gives the brand reusable assets from the same spend, so the campaign returns material for its own channels rather than posts alone.

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