Purina Pro Plan needed to stand out in a highly-competitive pet food category. Formulated for active pets, Pro Plan needed to show that it understands the needs of active pets and their active owners.

Partnering with Olympic gold medalist Chloe Kim, Pro Plan launched the Million Mile Challenge. The campaign was designed to inspire pet owners to get outside and get active with their pets - all for a good cause. Using Strava to track progress, the goal of 1 million miles would trigger a $100K donation to Athletes for Animals.

Not only did Purina hit their goal, they achieved it 5X over with nearly 5 million miles logged. And, thanks to Chloe and a roster of other Olympic athletes, the Million Mile Challenge earned nearly 2 billion impressions for Purina’s most successful program to date.