The Challenge
In an increasingly competitive pet food market, pet parents were overwhelmed by conflicting information about pet nutrition. With misinformation causing confusion, Mars Petcare sought to cut through the noise and position itself as a trusted authority, providing expert-backed guidance for pet parents.
The Method
Partnering with News Australia, ‘Pet Sense’, a dedicated content hub on news.com.au, was launched to engage, educate and empower pet owners with information they could trust. Leveraging News Australia’s editorial expertise and Intent Connect’s data strengths, Mars Petcare met highly engaged audiences where they were, captured this engagement with resonant content and began building their own privacy-safe, first-party data segments to re engage across future campaigns.
Pet Sense combined expert-led content with emotional storytelling, offering a strategic mix of native articles, videos, podcasts, and social media. Accredited pet nutritionists debunked myths, while relatable, real-life stories fostered real connections. Intent Connect’s targeting capabilities also maximised influence and efficiency by reaching high-intent audiences, beyond Mars Petcare’s existing customer-base to meaningfully
expand reach.
The Results
The Pet Sense campaign delivered outstanding results, solidifying Mars Petcare’s position as a leader in pet nutrition:
- +83% more likeable than the average pet care content.
- +84% more relevant to pet parents.
- +78% more effective at differentiating Mars Petcare’s dry food
By leveraging trusted journalism and engaged audiences, Mars Petcare not only cut through misinformation but also captured valuable consumer signals – turning engagement into long-term brand equity and measurable business outcomes.
The Pet Sense hub continues to drive impact, proving that credible, audience-first content in premium environments delivers real engagement and real outcomes.
*Kantar Content Brand Lift, October 2024, Mars Petcare