Through our proprietary creative newsroom model, a concepting & production team capable of generating original branded visual content that appeals to the interests of brands’ target audiences in real time, we produced a steady cadence of original content that illustrated the joy of bringing pets into your home. The content was heartwarming, beautifully shot, clever and meme-worthy, inspiring commenting, liking and sharing.

To do it, we used real-time media to build scale and reach. Once a content piece was published, we monitored its Facebook virality rate. When it hit a predetermined threshold, indicating that our audience loved it, we bought Facebook newsfeed ads to push the content into more newsfeeds, increasing reach and earning more virality. This highly efficient method improved Petcentric’s overall edgerank score, allowing us to successfully reach a much higher number of people with all Facebook posts, media-driven or not.

In the first seven weeks of this strategy, we achieved a 28- day reach of 38 million unique users on Facebook (from 7.7 million, a 395% increase); 350,000 additional likers (a 49% increase), PTAT of 844,000 (a 311% increase); and mobile penetration of 40% (a 120% increase).

One post received 200,000 likes, 20,000 shares, viral reach over 1.7m and overall reach of nearly 15m. Another post’s combined organic and viral reach topped 150,000, a virality rate of 14% and a PTAT over 13,000. Because it was created within our creative newsroom, the cost per engagement was fractions of a cent.