Mars Petcare Leverages aCommerce E-Sampling Technology to Reach Over 60,000 Dog Lovers in Manila
PEDIGREE®, the world’s leading dog food brand, with its inspiration to provide all dogs access to professional nutrition, has launched an online sampling campaign on May 15 to offer free 60,000 PEDIGREE® dog food samples to pet owners in Metro Manila over a three month period.
Pet owners simply had to register with their dog name, breed, email and address to receive the brands most popular products that include PEDIGREE® adult or puppy food in both dry and wet format. PEDIGREE® also provides a booklet to educate owners on the different nutrients requirements for dog vs. humans.
But in less than two weeks, the entire supply – over 60,000 samples – was ordered by numerous Filipino dog lovers, including digital influencers, took to social media to thank the brand for the campaign.
Filipinos spend the most amount of time on social channels out of all Southeast Asian countries – 4 to 5 hours on Facebook every day – which explains why over 40% of Pedigree’s campaign sign ups came organically from the popular social channel and conversion rates hit a high of 80%.
“We’re excited about the results from this campaign. Working with aCommerce made the entire campaign much easier to implement because of their one-stop service. They take care of the fulfillment and delivery of our samples, in addition to providing the digital dashboard to track the real-time sampling performance, delivery status, and reporting,” said May Vajarodaya, Portfolio Management Manager at Mars Petcare.
“aCommerce E-Sampling platform provided us with a valuable consumer database that we can further analyze to understand our demographic, feeding habits and perception of our products to improve our activities and communications to consumers in the future,” added May.
E-retailing in the Philippines
The online retail market in the Philippines is expected to reach $2.34 billion in 2021, a figure relatively low compared to its Southeast Asian neighbours leading many businesses to cautiously tread the digital waters whereas some global companies going online such as Payless ShoeSource PH, have instead been able to reap “first mover advantage”.
Having a database of 60,000 dog lovers, Pedigree is in a great position to pilot the next stage: “try-to-buy”, which allows users to purchase Pedigree products online as the company is dedicated to making professional nutrition highly accessible.
“Product sampling is a great first step for brands, especially those in FMCG, to move into ecommerce. With the viral uplift we’ve seen from the Pedigree campaign, brands should also look at this as an effective digital marketing channel to acquire and activate users,” said Sheji Ho, Group CMO of aCommerce.