Pinnacle to the People Media Recap

8.14.12

“Pinnacle to the People”Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF

Media Objectives

- Increase awareness of Pinnacle among affluent dog owners in 6 key Pinnacle/Petco markets

- Drive foot traffic to the Pinnacle to the People events

- Help to develop and increase social presence (likes/followers)

Media Plan OverviewPetco Markets: Portland | Seattle | San Diego | Austin | LA | SF

Radio Paid Social App Download Paid Search

Radio Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF

Spots and live reads drove traffic to selected Petco locations, increasing store traffic and driving awareness of Pinnacle. Remotes were negotiated as well (valued at $25,000 in value add media), where samples and coupons

were given away to visitors.

Radio – Cont. Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF

“As the manager of Petco, I am very excited to have Pinnacle street team here today. Pinnacle is a brand I use and respect.”

– Austin Petco Manager

We love the samples and so does our dog! Thanks for sharing. We can’t wait to use these

coupons!” –Petco Customer

Facebook Paid Media

Paid Facebook ads helped increase fan base from 759 to 2,845 through 8/13– an increase of

274%!

Impressions: 17,842,540Clicks: 5,307

Paid Fans Acquired: 1,879CTR: 0.03%

Promoted Twitter CampaignGeo-targeted Twitter promotion helped increase followers from

70 to 726, an increase of 937%!

Strategy was to build up followers prior to tweeting in each market about the tour

Promoted Twitter CampaignExamples of Promoted Tweets

Paid media helped to drive followers, engagement, and

scale to reach users that had never previously heard

of Pinnacle or the Food Truck Tour.

Paid Search

Paid Search terms drove traffic to the Facebook tab

and drove awareness of dog food and tour

Impressions: 453,164Clicks: 645CTR: 0.14%

Ad Groups•Included Dog Food, Dog Parks, and Branded Terms (Pinnacle

Dog Food)

Top Terms*: Dogs Portland, Los Angeles Dogs, Dogs Seattle, Bay Area Dogs, Pet

Food, Dog Food

Example Copy: Find Your Dog’s Pinnacle

Follow the Pinnacle gourmet food truck as it tours through Seattle.

*Based on Click Volume

Promoted App DownloadsApp download promotion

through paid mobile banner media, using a cost-per-

download model.

Campaign is still in progress*, with 668 downloads through 8/12.

Impressions: 551,465Clicks: 2,855

Downloads: 359 (Guaranteed 1,500+)

*Note: due to tracking issues, downloads were not being recorded until 8/8

Thank You