Purina Cares Mobile Ad Campaigns

Role: Creative Director, Creative Developer

Purina chose InMobi as the mobile ad partner for their “Purina Cares” and campaign. Over the course of two years, we collaborated to create 12 distinct rich media units for two campaign launches. We used a two-fold approach of immersive video and gamified rich media to share the brand’s message in three areas: healthy ingredients, pet adoption, and sustainability. I provided creative concepts and insights as part of our initial RFP response and throughout the relationship, with the InMobi sales directors saying that our creative played a major contribution in winning and retaining the account. I also collaborated with Purina’s creative team for the conception of the video and rich media experiences, and led the InMobi development of the final ad units. This campaign was directed specifically at mobile gamers as in-app interstitials, with messaging that gave a tongue in cheek nod acknowledging the brief interruption, but promising to make it up with cuteness.

Vertical Videos

One half of the campaign strategy was to run six full-screen video interstitials, each with a different message, optimized for vertical viewing in an in-app ad environment. I provided my guidance early in the process, helping their team to determine the final direction of their video shoots.

“Ingredients Master” Gamified Rich Media

This playable ad experience highlights the healthy ingredients used in Purina foods through a simple drag and drop interaction with on-screen ingredients. After choosing and combining ingredients, the pets appear and share a nutritional fact.

“Milo’s Helper” Gamified Rich Media

This mini-game focused on the sustainability message Purina wanted to share. Users help Milo clean up the dog park by matching tiles featuring recyclable packaging. Each match reveals a sustainability fact and clears the tiles. When all matches are complete, a final message and CTA appear with some fanfare.

“The Matchmaker” Gamified Rich Media

Our final mini-game experience focuses on pet adoption. Uses are presented with a series of three distinctive pet owners, and asked to match them with their equally distinct pet. This experience is definitely a cuteness overlord for pet owners, creating a very strong brand affinity with users.