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Pet Supplies
Nestlé Purina
Purina's Fur Buddies community has grown to nearly 99,000 members and generated more than 45,000 reviews, its primary engine for review coverage across the portfolio, without buying it.
About
Nestlé Purina PetCare's brands include Pro Plan, Purina ONE, Beneful, Fancy Feast, Friskies, and Tidy Cats.
The Challenge
Purina wanted authentic reviews and photo and video content on its retailer product pages at or before launch, so new products land already credible, generated by its community rather than bought.
The Solution
Purina runs Fur Buddies as a managed service on the TrueLoyal Fan Club™ platform. Product sampling puts the right products in members' hands, and missions direct them to submit structured reviews that reach the retailer product pages. TrueLoyal handles member segmentation, mission mechanics, review moderation, and completion tracking, and reports on it weekly.
The Result
In 2025, Purina's Fur Buddies community drove:
8,365
reviews generated in 2025
41.6%
of reviews with a photo or video