Just Right by Purina

content strategy • copywriting

“Katie really has a passion for understanding our consumer & tailoring content to meet their needs & drive SEO for our site.”
— Sean Boland, Director of Marketing at Nestlé Purina

Just Right by Purina creates natural, personalized dog food that's tailored for each unique dog's nutritional needs and preferences.

Building a new ecommerce brand from the ground up meant the need for hard working storytelling and even harder working content. My job as the brand's copywriter and content specialist was to make complex ideas simple for an audience with an inherent distrust of big companies by creating no-nonsense content that stemmed from listening to consumer needs and filling the knowledge gap.

  • Blog Posts & Infographics

    • Expert-driven blog posts and infographics were the primary organic traffic drivers to the website.

    • An article co-written with a veterinarian lifted Purina's overall positive online sentiment for two fiscal quarters (reported by Evolve24). When your fledgling brand normally accounts for a mere <1% of total Purina buzz, you know you've hit on something that works.

    • My infamous dog poop infographic immediately earned the title of #1 article page on the site. Its popularity hasn’t wavered since its publication in 2015.

  • Emails

    • I developed a several multi-touchpoint drip campaigns and promotional emails. The email program was extremely healthy with average metrics regularly meeting or exceeding industry standards.

    • They say that sex sells, but it seems that an email promoting a color wheel of dog feces does just as well:

      • 45% click to open rate

      • 9.6% click through rate

      • Nearly 800% more site sessions than our average email sends

  • Branding

    • Helped develop and bring Just Right's brand voice, tone, and personality to life through extensive workshopping and content development.

    • Contributed to the renovated brand appearance and aesthetic standards.

  • Website Content

    • Just Right had been hurting for great content for a long time. New, fleshed out content on the website like the Nutrition Philosophy, Meet the Experts, and Behind the Scenes pages effectively brought more transparency around the brand in response to dog owners' driving questions (and hesitations) about Just Right.

    • Solid content expanded the website immensely to providing much deeper organic search opportunities.

    • The all-new Ingredients section provided transparency and clarity around Just Right's nutritional philosophy. We learned from focus groups and from the consumer ratings of each ingredient that dog owners with negative opinions of the ingredients began to reconsider their staunch stances when presented with honest, straightforward, and impactful information.

    • New conversion-centric landing pages tested value prop messaging.

  • SEO and paid search

    • SEO research provided insights for developing valuable blog posts laced with SEO-rich keywords and ripe for link building opportunities.

    • Blog post ideas began with the topics dog owners were searching for, which allowed us to deliver meaningful content directly addressing their needs.

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