How to persuade animal-loving Czechs on social networks that they should take a sober and scientific approach to their cats and dogs?
When preparing a social networks content strategy for Royal Canin, we found ourselves facing a major challenge. Cute kittens and puppies dressed up in brightly coloured outfits and eating leftovers from the table are taboo for this brand. Our mission was to ensure that Royal Canin brings together everyone who wants to care for their four-legged friends lovingly but responsibly. To advise them how to give the animals a full, healthy life and comfortable environment. Thanks to our content that educates, informs and advises fans, Boomerang increased interactions on the Facebook page by 265%, increased the reach by 127% and increased the number of participating users sixfold, all in the space of two years. We now have over 11,000 responsible pet owners.
So, how do you persuade animal-loving Czechs on social networks that they should take a sober and scientific approach to their cats and dogs? Forget about showing products the fans can always find themselves, and focus on presenting who you are and what you advocate. If you mean it, the fans will believe it.
265% increase in interactions
127% increase in reach
6 times as many participating users
The case study is valid as of 30.9.2017.