Royal Canin

Educate, Empower, Engage: A Successful Influence Campaign for Royal Canin

The Royal Canin Partnership Campaign was a year-long initiative aimed at creating a consistent brand presence and driving Royal Canin's core messaging through integrated influence and advocacy. The campaign focused on four key areas of the brand: Start of Life, Weight, Dermatology, and Gastrointestinal ranges.

4M+
Amplified Reach

903K+
Organic Reach

318
Pieces of Content Created

Objectives

The objective of the Royal Canin Partnership campaign was to establish brand distinctiveness and generate brand preference through an integrated, multi-tiered influence campaign, with a focus on educating pet owners on the importance of premium nutrition and services and increasing trials with new and existing pet owners.

    This was achieved through activating a multi-tiered program of influencers, creating true ambassadors for the brand, building engaging content, and driving an always-on partnership to create consistent messaging, awareness, and a sense of community. The campaign aimed to convert more pet owners and drive them to the corporate website to learn more about Royal Canin.

Approach

The campaign strategy was an always-on, multi-tiered influencer strategy, delivering brand-building communications. The campaign included:

  • A 12-month Influencer Program aligned with the social media strategy in conjunction with Royal Canin to create true ambassadors for Royal Canin among influencers and drive ongoing awareness and education to highly engaged audiences.
  • Empowering influencers to educate and increase awareness of the benefits of Royal Canin nutrition through trials of Royal Canin products, making it easier for pet owners to make informed decisions about their pets’ health.
  • Recruitment of expert vet influencers vetted by Social Soup, educated and onboarded, highlighting the benefits of the different Royal Canin ranges, ensuring that pet owners have access to reliable and trustworthy information.
  • Recruitment of highly targeted micro-influencers to run content and community connection programs, leveraging highly engaged and trusted micro-influencers to create consistent content and engagement for Royal Canin, building a sense of community and connectedness among pet owners.
  • Bespoke content to support content goals including EDMs and YouTube content, delivering engaging and informative content to pet owners through their preferred channels.
  • Continuous optimisation, ensuring that the campaign is always improving and adapting to meet the needs of pet owners and the changing landscape of the pet care industry.

“I loved it! It went down a treat. I loved being able to give people free food as well and then watch the positive changes in their pets. Everyone that had a trial bag has continued to purchase Royal Canin products through our client which is both great for the pets and our business.”

Souper Lianne Mellin (Veterinarian)

The Results

The campaign’s impact was significant, with 50 influencers sharing 318 high-quality pieces of content on Instagram, exceeding the KPI by 150.

  • The campaign generated an organic reach of 903K and an amplified reach of 4.46 million, driving massive awareness and visibility for the Royal Canin brand.
  • The content was not only informative but also engaging, motivating users to take action and click through to purchase, which resulted in an impressive 8,260 paid link clicks.
  • Additionally, the high-quality educational content from both new and re-engaged creators resulted in an average engagement rate of 1.35% across all influencer tiers, outperforming the ‘Pets Average’ of 0.79%.

Overall, the campaign successfully achieved its goal of establishing brand distinctiveness and generating brand preference through an integrated, multi-tiered influence campaign.

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