Purina wanted to visibly demonstrate its commitment to Pets at Work Day (PAW) by communicating a variety of small actions endorsing the idea and illustrating its pet-friendly office policies.  It therefore began a series of topical tweets with the PAW hashtag.

A total of 258 tweets – including some celebrity tweets – were posted every 2 hours, with phenomenal results.  There was an 89% retweet rate, 117% response rate on tweets sent and a total of over 37million people were reached on Twitter on the day of the event. The campaign also resulted in a 34% increase in website traffic and a 326% lift in brand reputation.