In the competitive pet food market, Hill’s Pet Nutrition was looking to revitalize its influencer program with a focus on new ways to grow awareness and purchase consideration for key audiences.
We developed an integrated approach centered around the power of influential media, combining the credibility of trusted voices with strategic media partnerships. This unique strategy allowed Hill's to maximize impact by expanding both the quantity and quality of influencers to reach more pet owners with authority. While influencers created content highlighting key brand and product messaging for their highly engaged audiences, media partners extended the program’s reach to broader relevant audiences (152MM+ pet owners combined). All content was amplified via paid media and measured through in-platform brand lift studies and purchase intent clicks.
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By uniting the strengths of influencers and media partners, Hill’s delivered authentic engagement at scale through trusted sources while building a dynamic content library that could be repurposed across brand channels. The influencer content outperformed brand-generated content year-over-year and drove measurable increases in purchase intent (product add-to-cart volume).