Together with their other agency partners, we developed an Australian first FMCG digital strategy and online brand marketing initiative for Optimum pet food, designed to engage new pet owners and breeders with a targeted social media strategy. At the heart of the project is the web application development itself and Pet Health Drive CRM program to drive sales of the Mars Optimum premium pet food range.

Via a digital strategy and social media strategy, our goal was to build a consumer database of targeted consumers and create a highly personalised customer experience.

The digital strategy encompassed multiple channels, including media (Yahoo 7, The Pet Channel), web application development, social media strategy, CRM and bespoke loyalty program.

On this project IE’s role included project planning, design and execution.