Case Study: Nestlé Purina (Felix) achieves 89% increase in brand awareness with Facebook

Nestlé - Customer Case Study

Nestlé Purina Petcare used its Felix brand to launch Felix Sensations Extras in Germany and faced a crowded market challenge: raise awareness of the new product and reinforce the brand’s position as the number one cat food choice. The brief targeted German cat owners and needed a campaign that would connect personally with different types of pet lovers.

Working with ZenithOptimedia and Facebook, Purina used Facebook’s Mindset audience segmentation to define five distinct cat-owner personas and developed five tailored ad creatives—warm, witty videos and feed ads—aligned to those segments. The five-week campaign drove strong outcomes: up to a 29-point increase in ad recall, an 89% rise in brand awareness, a 60% lift in top-of-mind awareness among women and a 1.2× sales uplift, and earned a Nestlé Facebook Creative Award.

Nestle

Hubert Wieser

Regional Director Central Region