Petivity is Nestlé Purina’s brand of smart devices and at-home health tests that empower pet owners to be proactive about their pet’s health. I launched the brand in 2020 and played a key role in building and scaling it to what it is today.

Below is an overview of the work that won 2025 Meta Full-Funnel Campaign of the Year.

“Moments”

Every pet owner can point to a moment when more information could have changed everything. Where the future could go in any direction and you are forced to guess.

Petivity was created to help pet owners see those moments coming. Using smart technology to track your pet’s well-being, Petivity detects potential issues earlier so care can happen sooner, leading to better outcomes for pets and the families who love them.
We brought this campaign to life by interviewing real pet owners who told their stories about these pivotal moments.

CONCEPT:

UPPER-FUNNEL GOAL:

Leaned into emotional/storytelling approach

Video and static units worked together to reinforce the campaign message “Reimagine Pet Care.”
Media placements ranged from :30 CTV, Meta, Reddit, Amazon to Demand Gen and PMAX.
10.1 point lift in ad recall
8.4 point lift in brand awareness

Awareness

MID-FUNNEL GOAL:

Re-engage qualified leads with more product-specific language and consumer stories.
Tout endorsements and awards
Diverse ad units and creative approaches - everything from UCG/lo-fi to more curated, engaging carousel scrolls.
43% CPA improvement

Re-engage

Drive to purchase with consumer testimonials and harder-hitting RTBs
Mostly static units with a combination of UGC/lo-fi creative approaches
Highlighted testimonials speaking to emotional and functional benefits of the Petivity products
185% increase in purchase intent
86% increase in add-to-carts