Brief
Deliver a cat-centric campaign that demonstrates Cats Prefer Whiskas, driving brand loyalty, preference, sales and capturing data. There was also a requirement to migrate cat owners from the traditional DM campaign to a more costs effective digital campaign.
Strategy
Cat owners are quite an introverted community, but sought outlets to share their stories and photos of their cats. We invited cat owners to share their cat’s antics with the nation for the chance to win ‘Whiskas For Life’ and make their cat famous by getting their cat on the Whiskas pack.
Execution
• Integrated campaign
• Website where owners could upload their cat movies and stories
• Vote for the favourite videos and stories
• On-pack promotion driving owners to the website
• PR, press and radio to support the activity
• eDM to the Whiskas database to incentivise purchase
Results
• Over 300,000 unique users
• Over 20,000 cat stories uploaded, 800,000 votes cast
• Equity scores up over 5% points, volume increase during period