When Purina decided to air a TV commercial during last week's Grammy Awards, the brand leaned on data from a buzzy digital spot that debuted last year.
In 2014, Purina and agency Reach Entertainment worked with YouTube comedy channel Jash to create three videos promoting Beggin', a line of dog snacks. The clips were distributed through a small rollout from YouTube influencers and posted to Beggin's social platforms. Julian Smith directed the clip, and Adam Schlessinger wrote the song.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in