Purina Brand Advocate Campaign

This campaign met the challenge by leveraging livestock influencers who were deeply trusted within their specific agricultural communities. Rather than relying on broad marketing messages, the campaign leveraged influencers with hands-on expertise in young animal nutrition, including calves, goat kids, lambs and chicks.

Each influencer provided firsthand accounts of using Purina’s products in real-world, on-farm settings. By focusing on influencer-driven content, the campaign offered valuable, actionable insights that aligned with the practical needs of small-scale livestock owners. This content built trust and positioned Purina as a thought leader in young animal nutrition, leveraging key milk replacer, colostrum replacer and electrolyte products.

The Purina Animal Nutrition influencer program successfully engaged small-scale livestock producers by sharing authentic, real-life stories through a network of trusted influencers. Partnering with influencers like Viney Grove Goats, Gulf Coast Cluckers, Brandi Buzzard, Brittney Schroeder and Sky Girl Farm, the campaign highlighted the personal experiences of these producers and the positive, tangible results they’ve achieved using Purina products. These influencers not only provided insights into their daily operations but also demonstrated how Purina’s livestock nutrition solutions played a key role in enhancing the health and growth of their animals.

Curious Plot closely analyzed the campaign’s effectiveness by tracking engagement metrics across TikTok, Instagram and Facebook, focusing on likes, comments, reposts and overall interaction rates. The results showed a significant increase in engagement, with many followers expressing newfound interest in Purina products.