Nestlé Purina utilises Yahoo7 Storytellers to launch its new campaign via MEC Sydney

Screen Shot 2017-09-08 at 7.53.41 am.jpgNestlé Purina has today launched its hero content video for natural pet food product, Purina Beyond, using Yahoo7's end-to-end content marketing solution, Storytellers. The video is the first creative fully conceptualised, produced and served by the solution.

Aiming to educate Aussie pet owners on the importance of the nine recognisable key ingredients found in Purina Beyond, the 'snackable' video tells the story of Carly and her dog Bella, showcasing their symbiotic relationship and tips to maintain a healthy and active lifestyle together.

The video fronts a broader integrated digital campaign which includes listicle editorials. Informed by extensive Yahoo7 data and research, the campaign was born from the insight that owners want their pets to feel as good as they do when eating natural, nutritious food and maintaining an active lifestyle.

The creative is housed on a number of Yahoo7 properties, including leading lifestyle destination Be, using the company's native advertising marketplace, Gemini, for amplification. Yahoo7's content strategists also managed the process from start to end, using data and insights to inform strategy and creative, serving the content to the most relevant audience at the most effective time, and measuring the results.

Says Nathan Hill, head of marketing at Nestlé Purina: "After months of research and planning, we're thrilled to launch our hero video content as part of the Purina Beyond launch campaign. By partnering with our agency MEC and Yahoo7, we are able to utilise Storytellers to seamlessly target and reach the right audience for our brand, at scale."
Says Paul Sigaloff, chief revenue officer at Yahoo7: "It's fantastic to execute a campaign with a heavyweight brand like Nestlé, and their agency partner MEC, so soon after launching the Yahoo7 Storytellers offer. Using Yahoo7's unrivalled 'datasphere' to power insights for effective storytelling, the entire campaign was bought on known outcomes and provided Nestlé with guaranteed engagement results."
Yahoo7 Storytellers leverages the brand's unique offering across data, content and technology to provide the most comprehensive, owned and operated, end-to-end content marketing solution in Australia, for advertisers and marketers.

Client: Nestlé Purina
Nathan Hill, Head of Marketing Nestlé Purina
Joyce Li, Brand Manager Nestlé Purina

Brand: Purina Beyond
Agency: MEC Sydney
Jade Tainturier, Digital Manager
Sean Gillespie, Brand Performance Director

Media and Publishing Partner / Production Company: Yahoo7 - Storytellers
Anny Havercroft, Head of Brand
Clare Rudduck, Group Sales Manager
Jimmy Aoun, Sales Manager
Leah Yeung, Senior Project Manager
Jessica Sumpter, Project Manager
Caitlyn Brukarz-Smith, Editorial Brand Strategist


fury baby? said:

did she just refer to her dog as Fury baby?

LOLZ said:

"Our datasphere powers insights for effective storytelling provided Nestlé with guaranteed engagement results."

Except you forgot that people don't engage with shite content like this. You need an idea.

McNulty said:

Two sales managers and two project managers listed in the credits, zero creatives. And the ad is really bad. Quelle surprise.

Ha said:

Is Yahoo still a thing? Like, when was the last time anyone went to Yahoo for anything?

This is said:

The pits. What is in these for people? Literally nothing. Just a really long ad.

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