NEW YORK: Nestlé’s Purina One cat-food brand used Periscope for 16 hours over two days earlier this summer to reach an audience of consumers and cat lovers all over the world.
Although it had never used Periscope before, Purina One’s Cat Camp received nearly 10,000 live views from people in the US using the app, as well as countries such as Denmark, Brazil, and Mexico, said Niky Roberts, PR supervisor at Purina One.
The live-streamed videos also received more than 60,000 likes during the indoor camp on July 31 and August 1 in New York City, Roberts added. The cats were brought from a Petfinder shelter to the camp, which was open to the public.
"The activities were visual by design, so it really lent itself to Periscope," Roberts explained.
Purina One and its PR agency partner, Golin, promoted the camp with pre-event media outreach and social media, as well as some paid social elements, said Roberts.
One way Purina One engaged viewers during the two-day event was by having experts answer questions tweeted with the hashtag #OneCatCamp on Periscope. Purina veterinarian Deborah Greco PhD and behaviorist Sandra Lyn PhD attended the camp.
The peak engagement time on Periscope was 3 pm to 4 pm on Friday, July 31, when almost 2,000 people tuned in at once.
Although Purina does not know how the effort will affect sales, Roberts said the brand believes it was a success because of the number of consumers it engaged and interested in the camp’s activities and information.
Purina One focused on educating pet owners about what "whole-body health for cats really means," she said, adding that it is more than just bringing them to the vet or giving them nutritious food.
To highlight the physical aspects of cat health, the camp had a climbing wall and yoga session with feline-inspired stretches. It also included a session on purposeful play to highlight how to engage cats’ natural instincts while playing with them.
This story was updated on August 11 to clarify that cats at the camp were brought in from a Petfinder shelter, and 2,000 people tuned in on Periscope from 3 pm to 4 pm EST on Friday, July 31.