Animals and social media go together like peas and carrots. Well, that’s the case for Purina^® Honor Show Chow’s Facebook page, at least. With nearly 50,000 followers, mostly show animal owners, the page serves as a social community of brand loyalists.

We saw this group as an opportunity to leverage the Purina^® Show brand. To capitalize on the opportunity, we built a Facebook ad campaign featuring a sweepstakes giveaway for Purina^® Show feeds and supplements. Participants who signed up were then compiled into a list as leads for future campaigns, email programs and social media content targeting.

Overall, results shattered expectations. Our goal was 1,000 sign-ups, and the Facebook ads alone generated over 7,400 conversions — 742% above our primary goal! Not only did we exceed our objective, but our Facebook ad conversion rate also came in 7.5 times higher than the industry benchmark, and our cost per click was 18.5 times lower.