Malaysian Media Awards Winners Showcase

2013 | |

Alpo: From Underdog to Super-dawg

Advertiser: Nestle Products Sdn Bhd
Brand: Purina Alpo
Creative Agency: The China Press Berhad
Credits: Cindy Chua (Director, Client Leadership), Rowie Ayaton (Associate Director), Christine Poe (Manager), Lisa Wong (Manager), Vicky Sim (Executive), Grace Ong (Executive)

In 2012, ALPO’s advertising budget was at an all time low at RM70,000 while its competitor tripled theirs. Consequently, research showed that dog owners were more likely to support the competitor. The challenge was coming up with a sustainable creative solution, without the help of an advertising agency.

Based on a pet ownership study in Malaysia, over 85% of dog owners are Chinese whose preferred medium is the Chinese newspaper, and especially loyal China Press readers. After connecting with China Press, we found that they wanted to start a Pet Section but lacked the content. As an internationally renowned brand, ALPO possesses a wealth of information on dogs; hence we offered to contribute content in return for advertorial space and creative resources.

This collaboration launched the 1st ever Pet Section in China Press. Testimonials about ALPO from readers and celebrity dog owners were obtained by China Press and featured in the pet section. These articles created the perception that ALPO was highly recommended over other brands. As ALPO set the themes and provided weekly content, articles were angled on dog issues that ALPO could clearly make a difference. This further elevated ALPO’s credibility in the category.

By end of our 3 month campaign, ALPO’s volume share was 15% higher compared to a year ago. Consumer’s consideration level had increased by 6% compared to a year ago. This partnership entitled us to various resources such as editorial, creative and talents, amounting to 300% return on investment.