Leading CPG Climbs to the Top with Casual Games

1. Leading CPG Climbs to the Top with Casual Games Client: CPG Marketing Challenge: • A leading CPG wanted to build brand awareness and purchase intent amongst women aged 25-54 for its pet care line, but faced crowded shelf space and a competitive landscape. Solution: • With 61% of the MSN Games audience owning pets1, the client was able to connect with a qualified prospective consumer via in and around games advertising. • The campaign was designed to utilize the client’s pet care brand assets in a skinned action/arcade game, engaging users while they played the game. • The game also included a “send to a friend” feature, adding a social context to the gaming experience. • Results: • The campaign brought a new market to the brand, persuading users of the client’s top competitor to try its brand - shifting share from competitor to client by 25%. • Brand Favorability, typically the most difficult metric for CPGs to move through advertising2, showed significant lifts. Overall, the campaign significantly increased all key brand metrics with shifts in brand metrics outperforming pet care campaign market norms, delivering deltas in the top quintile (top 80-100%). The campaign demonstrates that despite tough competition, CPGs can reach, capture and influence their consumers in an engaging, relevant way through MSN Games advertising. 1. comScore, Plan Metrix, US Only, June 2009 2. Dynamic Logic Market Norms, March 2008