A deep dive into Royal Canin’s ANZ Social Media Journey

In a recent conversation with Ari, our Digital Account Manager for Royal Canin, we gained valuable insights into the company’s digital transformation and their approach to engaging pet owners in an increasingly digital world.

Royal Canin saw significant growth in social media engagement during 2024, largely due to their strategic pivot toward video content and influencer collaborations.

“When we really made that adjustment last year to reels and looking at pain points, we saw a really big spike in engagement through March,” Ari reveals.

This adaptation paid off impressively, with December 2024 marking a milestone of over 10,000 organic engagements between their page and collaborators, achieving a remarkable 17% engagement rate.

Rather than treating influencers as mere promotional channels, Royal Canin evolved their approach to view them as true collaborators. This strategy proved particularly effective given platform dynamics, as Ari notes:

“The algorithm likes to push creators more than businesses. By us working with these creators more and more… it adds even more benefit.”

One of Royal Canin’s key strengths lies in its position as an educational bridge between pet owners and veterinary professionals. While maintaining clear boundaries.

“We don’t want to be the vet because you should always be going to see a vet for a professional opinion,” Ari emphasises that the company focuses on guiding pet owners toward informed decisions about their pets’ health and nutrition.

Royal Canin has many seasoned vets working in their team and loves helping out their customers through either one-to-one conversations, live video interviews, or through their many and constantly updated online resources (website articles).

The interview revealed a significant shift in pet owner mentality that shapes Royal Canin’s communication strategy. “Traditionally a pet felt more like a pet for some people, whereas now we see this big social push where pets are family,” Ari explains. This evolution has transformed customer service interactions into more emotionally charged conversations requiring enhanced sensitivity and expertise.

Royal Canin’s content strategy has evolved beyond traditional brand messaging to focus on practical value for pet owners. Their educational content covers the entire pet lifecycle, from puppy education to senior care, helping new and experienced pet owners navigate different life stages effectively.

For 2025, Royal Canin is expanding their content strategy to showcase the human side of the pet food industry.

“We’ve explored a lot of the pet side and nutrition side of Royal Canin, and I think this year we’ll look to explore a lot more of the day-to-day people, the culture,” Ari shares, highlighting plans to feature employee stories and further develop their creator program.

The company’s commitment to authentic, valuable pet-owner-focused content continues to drive their social media success, proving that in the digital age, genuine connection and educational value trump traditional brand messaging.