Land O’Lakes Purina Mills debunks a “coopspiracy”
How Collective Measures empowered Land O’Lakes Purina Mills intercept and guide misinformed consumers
Case Study Snapshot
Client: Land O’Lakes Purina Mills
Industry: Agriculture
Business Challenge: Performance Media
The Challenge
A seasonal slowdown in egg production left backyard chicken owners looking for answers. Misinformation spreading on social media caused some to believe Land O’Lakes Purina Mills feed was to blame. An egg-production conspiracy came to rule the roost.
Strategy
Paid search would enable Land O’Lakes Purina Mills to intercept researching consumers
- Most of the budget was allocated to appear for misinformation-driven search terms, including “purina chicken feed no eggs” and “purina feed conspiracy”
- Purina Mills authored articles titled “The Truth Behind Egg Shortages” and “Why Chickens Stop Laying Eggs” to lay out the facts for searchers
- The campaign was also oriented to capture increasing interest in backyard chicken care, strengthening Land O’Lakes Purina Mills’ position in the Animal Feed & Nutrition category
Proof
The campaign successfully reversed negative sentiment, expanded visibility, and restored Purina Mills’ position as the go-to backyard flock information.
Decrease in negative sentiment searches
Increase in brand visibility during the campaign
Appearance rate at the top of Google’s search results page
