Purina Cat Chow offers a case study on bringing home the bottom line
I don’t know about you, but any campaign that includes a Myers-Briggs-type personality test for cats is a winner in my eyes.
But will identifying five feline personality types put you on the fast track for promotions, raises and bonuses? When layoffs loom, will the boss say, “Yes, I know we have to let 80 percent of our people go. But she’s the one who helped us figure out that Gigi was a Bossy Cat and Mimi was a Scaredy Cat”?
It takes more than creativity — let’s face it: It takes more than communication — to help you become a player in your organization.
It takes bottom-line business results. And that’s what communicators at Purina Cat Chow delivered in their Public Relations Society of America’s (PRSA) Silver Anvil Award-winning campaign, “Way of Life Experience.”
In 2004, the 25-year-old brand was losing market share to its competitors, specifically Iams, whose scientific positioning had helped it gain ground. The folks at Purina decided to go beyond diet to position the brand with a whole-cat approach that included exercise, dental hygiene, emotional well-being and companionship.
Enter the Purrsonality test, tour and attendant publicity efforts.
Communicators could — and did — report PR results, like placements, impressions and event attendance. But the real results measured the bottom line:
The campaign helped Purina Cat Chow post a 2.7 percent increase in market share to lead the dry cat food category.
Want to be a winner? Instead of measuring whether communication occurred (placements, impressions, attendance), measure what happened because communication occurred.
Want more inspiration from organizations that measure and move bottom-line performance through communication? Check out PRSA’s The Business Case for Public Relations case studies. You’ll find profiles of best-in-class PR programs that have achieved bottom-line business successes.