Petnet by Mars
“The exclusive social network for cats and dogs.”
With tight budgets and changing consumer habits, traditional CRM programs had become either overused or ineffective. Mars faced a challenge: how to create a single loyalty and engagement program that could support all its pet food brands, while still reflecting current behaviors and digital trends.
With social media still in its early days, we launched Petnet, a playful online community where pets could “speak.” Users created profiles for their cats and dogs, posting as if they were the animals themselves. This fresh, entertaining concept drove engagement and built a vibrant community. More than just a novelty, Petnet acted as a fun, organic CRM tool, delivering valuable insights without feeling like a traditional loyalty program.