Web landing page – pledge your cat’s love for the chance to win
Press ads – national and regional
DPS – featuring multiple entrants and one hero
Interactive adshel – dispenses free sample of Whiskas
Campaign billboard
Top 100 press ad
Bespoke packaging – in honour of the winning cat
Press coverage – articles sparked by the campaign
Whiskas needed a plan to help regain their market share. We used the viral video trend of cats doing crazy things to create an online community for cat lovers – after all, where else could they share their love publicly?
To get involved, owners pledged their cat’s love online and told us why their cat loved Whiskas. In return, they received a free sample of Whiskas Oh So…
Their real stories revealed real love, real quick – with over 20,000 declarations of love online in less than a month. We sorted the data and produced location specific press ads. We also created bespoke packaging, dedicated to individual cats.
To spread the love even further, we built interactive adshels that dispensed a pouch of free Whiskas Oh So… at the touch of a button.
The campaign received a total of 330,167 pledges. 48,000 cat profiles were uploaded and 716,000 samples were distributed, which led to an increase in sales of 14%.