WHAT THEY WERE UP AGAINST.
Cargill Animal Nutrition needed to create and launch a new ultra-premium equine feed line. The brand would target trainers and horse owners who compete at the highest levels. These premium aspirations would require an elevated name, look and tone for the product. From Tiffany to Patrón, Ferrari and Rolex, we studied several high-end brands for inspiration. From there, ProElite was born.
WHAT WE DID TO HELP
Equine enthusiasts are well informed and highly opinionated about what they feed their horses. A pedigree gets them just so far and the rest is rigorous training and fueling their animal with the best feed. We conducted stakeholder interviews and a competitive analysis to clarify a brand position. From there, we created a robust external launch campaign with print, social media, digital engagement, video production and collateral.
What happened next.
- 17.3MM total impressions served through banners and search
- 93K+ website sessions in the first 6 months
- Over 500 retailers are now carrying ProElite
- Facebook ads had a 3.65% CTR over the duration of the campaign