P&G's Eukanuba line offers specialized formulas aimed at consumers that demand the highest quality diet for breed-specific nutrition. As we delved into user research to understand the mindset of the EUK consumer, we realized there was a enormous opportunity to harness the expertise of this audience, in which Facebook was the perfect platform to make it happen.

If you search any specific breed, you'll notice there are thousands of Fans that have congregated organically to share advice and tips for raising a healthy companion. What if we leveraged the growing number of subject-matter experts and created an platform that rewarded valuable contributions within the community? Plus, we could create a tiered system that elevates the most knowledgable Fans and reward them for the value they contribute.

Based on the simple notion that a Like = a valuable contribution, we would foster an authoritative network of influencers that would help raise awareness, as well as strengthen the brand positioning of offering superior nutrition to breed-specific canines.

Once a healthy level of activity is reached, EUK has the ability to target ad units that pinpoint the message around breed-specific interests. And by leveraging the power of the influencer, the brand message becomes much more authentic and resonates with the shared passions of pet owners that take pride in their breed expertise.