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Curating the Long Tail - Purina's Pet Charts
Purina had a problem: they could not realistically add original content as quickly as pet-lovers consume it. This gap gave a highly engaged audience little reason to return to Purina sites for the content they crave.
However, Denuo noted that one of the steadiest growing categories of consumer-generated content is pets. Thousands of pet-centric articles, photos, and videos are posted online everyday. However, another problem presented itself: most of that content is pretty bad. Thus, Denuo decided to place Purina in the role of curator expert to collect content, sort through the influx of new material and present the best on a daily basis. This provides pet lovers with a single destination to easily find the top pet content every day.
To help filter and showcase their finds, Denuo created a web platform called Pet Charts definitive guide to the best pet-related photos, videos articles and blog posts online. In a single visit, pet-lovers can get their fix of funny, entertaining and informative content and the entire experience is presented by Purina. Visitors can also interact with the site by voting for their favorites to move them higher up the charts. Pet Charts also provides users with a number of different ways to filter its content: they can choose to view content by cat or dog, as well as by various timeframes, including the top rated content of all time.
Though still in Beta, Pet Charts has quickly grown into one of Purina’s top 5 most-trafficked properties (out of more than 15 sites). Visitors currently spend an impressive 5 minutes on average per site visit, which indicates they consume multiple pieces of content on each visit. Most importantly, the pet community has responded: submitting content directly to the charts and promoting selected content to gain additional votes.
Client: Purina
Agency: Denuo
Budget: $300,000
Date of Campaign: Official Launch in March 08
Case Study URL: http://www.petcharts.com
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