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Purina My Puppy School
Challenge: Having a new puppy isn't easy. That's why new puppy owners, hungry for information, turn to family, friends, experts, and of course, go online for support. Purina was looking to boost visits to their online training site, and registration in their MyPuppy program.

Insight: Our strategy was to focus on the source frustration for new puppy owners: misbehaved and sometimes naughty puppies. Our campaign was called Puppies Gone Wild. it featured a viral video that showcased footage of real puppies behaving badly – from chewing on furniture to barking excessively to simply not following commands.

Results: New visits to our site spiked 30% above the monthly average. And registrations were 18 times higher than our monthly average. These new users were also using the tools on our site, including the Ask The Experts section, and watching our tutorial videos.