Purina Furaje: Building a social media presence for a well-established brand

The Challenge

Purina felt the traditional approach to communication no longer kept consumer awareness alive year-round or kept the target audience connected. The pandemic period confirmed a strong need for social media presence — translating Purina's offline market position into online, becoming consumers' first choice for feeding household animals, and educating consumers, dealers and point-of-sale advisors. The brand also operates a complex distribution model, making direct communication with the end customer essential.

• Lack of social media presence
• Need to expand animal nutrition knowledge for end users, dealers and store partners
• Position Purina as a market leader by translating global expertise into local solutions
• Highlight Purina's know-how based on 3 pillars: innovation, research and tailored solutions
• Translate the brand's offline leadership into online consumer mindshare
• Open direct communication with end customers despite a complex distribution model
• Open direct communication with end customers despite a complex distribution model

Our Approach

We started the collaboration with Purina Furaje Romania following their decision to move beyond traditional marketing communication and launch their social media presence. The strategy aimed to build a solid, consolidated social presence — permanent access to news and information, educational content driving interaction, and a more approachable brand opening a real dialogue with the public. 5 key initiatives were taken:

1. Tailored communications: analyzed user behavior for brands in the same niche to identify best content pillars, posting frequency and days; created a content mix split 30% Informational, 30% Learning, 20% Expertise, 10% Connecting, 10% Transactional.
2. Nutrition expertise made accessible: defined a tone of voice that describes complex things in simple language — translating the science behind Purina and actually educating, without jargon (e.g. swine heat stress explained plainly).
3. Brand humanization: leveraged the insight that event and campaign-related content gets 80% more shares; introduced dedicated monthly event posts ("Agraria", "Agriplanta", "Insula Promoțională Purina", "Caravana Purina").
4. Ongoing testing and optimization: after the first 3 months, content pillars, posting frequency and creatives were reviewed; transactional and reputational pillars were increased at the expense of the learning pillar based on engagement data; carousel posts performed 42% better than single images, so carousels were scaled up in monthly content plans.