To reposition Purina as a leader in the pet care world and drive engagement amongst the target audience of pet owners, Deep Focus (now the Engine Group) created a team of social strategists and content creators and posted them on site in Purina’s office. Using social listening tools to evaluate pet owner’s conversations, the team quickly crafted clever, intimate and personalized content, directly responding to each individual pet owner within 2 hours of the original post.
I worked as a producer on this team. In that role I connected the strategy and creative teams and made sure content was produced on time, on budget and on message across 4 different Purina brands. This involved coordinating with the team and clients on the ground at the Purina office as well as resources in the Deep Focus office in New York.