Campaign Information RUFFS is a different kind of dog treat.
While some brands reward dogs for doing tricks, RUFFS is about rewarding them just for being dogs.
With this new positioning in mind, we created “Let Sandy loose” a Facebook app that allowed users to run riot across their friend’s Facebook pages, using our mascot Sandy.
At the end of the animation, users were able to share the app with their Facebook friends and receive their free sample in the post – personally addressed to its canine recipient.
The app was shared over 11,000 times, and over 20,000 samples were delivered in the first 4 weeks alone. Over the six months of the campaign there was a huge increase in Facebook activity. As people fell in love with Sandy and the RUFFS brand, Purina Australia fan numbers went from 7000 to 70,000.