Pet Expo 1
Submitted by VeroAgency IPI Score 50/100

Royal Canin Healthy Is Worthy Gen Z Ambassador Campaign

Influencer Marketing

Vero ran Healthy is Worthy for Royal Canin, pairing Gen Z icons Sky and Nani with events and social video, and reports +264.7% y-o-y social commerce sales growth.

17MSocial Impressions
14MSocial Reach
9MVideo Views
+264.7%Social Commerce YoY

About the campaign

Vero ran Royal Canin's Healthy is Worthy in Thailand with Gen Z icons Sky and Nani, and social commerce sales grew 264.7 % y-o-y. Royal Canin is a global brand in pet health nutrition. In Thailand, many pet parents fed their pets by human preference instead of biological need. The brand was also seen as expensive, overly clinical and difficult to understand.

Royal Canin launched Friends of Royal Canin at Pet Expo Thailand 2025 on May 1-4. Sky and Nani represented dog and cat teams and promoted the Start of Life range for puppies and kittens. The campaign continued at the Healthy District event at CentralWorld, Bangkok, on May 22-23, with interactive zones. Two videos, Mission Eatpossible and Mitr-Sion, ran with bite-sized social content on Facebook, Instagram and TikTok.

The agency reports 17M social media impressions, 14M people reached on social media and 9M video views. The hashtag #RoyalCaninTHxSkyNani drew 722K tags on X, and PR reach came to 25M. The brand gained 20K new Royal Canin Club members and recorded 1.27M search volume. The Pet Expo Thailand 2025 booth drew 227K visitors, and the educational zones had 8.7K participants.

Case in 60 seconds

Pet parents in Thailand who see their pets as family were feeding them by human preference instead of biological need, while Royal Canin itself was seen as expensive, overly clinical and difficult to understand.

Gen Z owners in Thailand express care for their pets through fandom and social storytelling, so nutrition advice carries further when it comes from icons they already follow than from a clinical brand voice.

Healthy is Worthy reframed nutrition tailored to breed, life stage and health need as approachable and culturally relevant, naming Gen Z icons Sky and Nani the first Friends of Royal Canin in the brand's 57-year history.

Sky and Nani debuted as Friend of Royal Canin at Pet Expo Thailand 2025 on May 1-4, then joined the Healthy District event at CentralWorld, Bangkok, on May 22-23. Mission Eatpossible, Mitr-Sion and bite-sized videos ran on Facebook, Instagram and TikTok, backed by earned media.

Vero reports 17M social media impressions, 14M people reached on social media and 9M video views, alongside 264.7 % y-o-y growth in social commerce sales and 20K new Royal Canin Club members.

Strategy Breakdown

Pet parents in Thailand, especially Gen Z and younger owners who see their pets as family, including new pet parents of puppies and kittens.
Pet parenting in Thailand has become emotional and identity-driven, so owners who humanize their pets feed them what people like, which puts more pets at risk from inappropriate diets.
Royal Canin is respected for science-backed nutrition yet seen as expensive, overly clinical and difficult to understand, which keeps younger owners at a distance from premium pet food.
Royal Canin cast itself as an educator on tailored nutrition, with Sky and Nani presented as advocates for healthier pet parenting instead of traditional celebrity endorsers.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram
  • TikTok

Partners

  • Vero

Participation mechanic

  • Pet owners explored tailored nutrition and responsible care through hands-on interactive zones at the Healthy District event, and the #RoyalCaninTHxSkyNani hashtag gathered tags on X.

Creator role

  • Sky — talent
  • Nani — talent

Results & Evidence

MetricValue
Social Impressions17M impressions
Social Reach14M people reached
Video Views9M video views
Hashtag Tags on X722K tags
PR Reach25M PR reach
New Club Members20K new members
Social Commerce YoY264.7% y-o-y growth
Search Volume1.27M search volume
Booth Visitors227K booth visitors
Zone Participants8.7K participants

Why Vero's strategy worked

  1. 1

    Giving ambassadors a teaching job, with Sky and Nani tied to the Start of Life range for puppies and kittens, keeps the nutrition message inside the celebrity content instead of beside it.

  2. 2

    Splitting two talents into a dog team and a cat team gives fans a side to back, and a shared hashtag such as #RoyalCaninTHxSkyNani gives that fandom a countable place to gather.

  3. 3

    Lighter, relatable storytelling in short videos carries a premium science brand into everyday conversation, because didactic instruction is exactly the clinical tone that made the brand feel hard to approach.

  4. 4

    Interactive zones at a mall event turn education into something owners do with their hands, which moves nutrition advice from passive content toward the daily habit the brief asked for.

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