Sergeants Pet CareLargest Pet Care Company in the US, own by parent company Perrigo
Solutions: Media Buying
Sergeants Pet Care was only focusing on the flea and tick medication seasonally which ran from late March through August.
The campaign consisted of a multi-media mix, including TV, digital, product integration and radio. Sergeants’ main goal was to meet their sales goals with their distributors such as PetSmart, Petco, Walmart, etc. After extensive negotiation with NBC, a television buy was implemented but for added value, our President of Media and Digital Analytics, Lisa Holton, negotiated a seven minute segment with Kathie Lee and Hoda on TODAY that included the flea and tick products as a sponsor. The segment was about “how to keep your pets safe during the summer.” This particular added value was worth about 2.5M dollars if you were to purchase the segment. Our actual television spend was only $1.2M. After the segment aired, Sergeants website had the most daily visits in the history of their site and sales at their distributors increased by 22% the week following the segment. This was combined with a robust digital campaign that included a brand lift study. The brand lift study came back with a 3% increase in brand lift and favorable purchase intent. Not only did Sergeants exceed their goals, it led to their distributors picking up other products in other categories besides flea and tick.