Hill’s Pet Nutrition
Results
Hill’s Pet Nutrition launched a strategic campaign with Mindshare and VDX.tv to address pet obesity and promote science-based nutrition. With a goal of driving engagement and action among consumers, the video-driven campaign leveraged interactive ad formats to educate pet owners about weight management and highlight select retailers where they could purchase the right products for their pets’ dietary needs. An omnichannel approach to ad delivery maximized campaign exposure across CTV, desktop, and mobile devices, while offering a seamless brand experience across channels. The campaign successfully captured attention and educated pet owners, with audiences spending notable lengths of time with the ad and engaging with the ad unit.
Overview
To educate pet owners on proper nutrition and the risks of pet obesity, Hill’s Pet Nutrition partnered with VDX.tv and implemented an omnichannel video-driven campaign that would influence target audiences across CTV, desktop, and mobile. This collaboration blended compelling visuals, targeted outreach, and cross-platform storytelling to elevate brand visibility, spark engagement, and promote science-backed pet health solutions.
Campaign Details
The ad units featured interactive elements like informational galleries, pet food product galleries, secondary videos, QR codes, and dynamic CTAs to encourage user engagement and action.
The campaign’s creative evolved throughout its duration, aligning with key themes such as weight management and retail partnerships with Animates and Petdirect (where consumers could purchase Hill’s products). This approach kept the messaging fresh and engaging while maintaining a strong brand presence across all stages of the consumer journey.
To ensure that the campaign reached and resonated with relevant audiences, the ads were targeted at pet owners and families, with distinct creative and targeting strategies employed for dog owners vs. cat owners.
Results
The campaign delivered exceptional results that showcased the power of its interactive, omnichannel strategy. With a 4.00% engagement rate and a 0.47% post-engagement click-through rate, the campaign connected deeply with pet owners, amassing over 119,000 total engagements. Audiences spent an average of 26.3 seconds interacting with the ad units, reflecting the compelling nature of the video-driven content and the effectiveness of distinct creatives tailored for dog versus cat owners. These outcomes highlight Hill’s success in raising awareness about pet obesity and proper nutrition, while reinforcing its position as a trusted leader in science-based pet health and nutrition.
Creative Feautures
