WHISKAS PLEDGE by BD NETWORK for Whiskas

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WHISKAS PLEDGE

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Industry Pet Food, Pet Care Products & Services
Media Direct marketing
Market Australia
Agency BD NETWORK
Designer Roxanne Fregona
Released April 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: MARS PETCARE
Product/Service: CAT FOOD
Agency: BD NETWORK
Date of First Appearance: Apr 6 2010
Entrant Company: BD NETWORK, Melbourne, Victoria , AUSTRALIA
Entry URL: http://www.whiskas.com.au
Senior Art Director: Marc Allenby (BD Network)
Senior Copywriter: Janice Turney (BD Network)
Client Services Director: Lucy Plunkett (BD Network)
Managing Director: Jonathan Clow (BD Network)
Senior Account Director: Richard Woods (BD Network)
Deputy Creative Director: Jess Lilley (BD Network)
Designer: Roxanne Fregona (BD Network)
Head of User Experience: Stuart Curran (BD Network)
Senior Account Manager: Mona Borzorgi (BD Network)
Planner: Craig Wood (BD Network)
Planning Director: Lee Barber (BD Network)
Business Strategist: Anna Camuglia (Starcom Media Vest)
Business Manager: Travis Hilton (Starcom Media Vest)
Media placement: TV - 2 Spots - Channel 9 - April 10 2010
Media placement: Online Advertising - Microsoft Media Network, Yahoo 7, - April 10 2010
Media placement: Facebook Advertising - Facebook - April 10 2010
Media placement: Press / MX Wraps - Pacific, MX, Channel 7 - April 12 2010
Media placement: Outdoor - APN Outdoor - April 10 2010
Media placement: Proximity Sampling Panels - JC Decaux - May 04 2010
Media placement: In-Store Media - Torch - Floor Media - April 10 2010
Media placement: Radio Reads / Sampling - Nova - May 02 2010
Media placement: Direct Offline / EDM Online - Mars Database, Affiliates, Lists - April 10 2010
Media placement: Online Shopper Sampling - Coles & Woolworths - April 10 2010

Describe the brief/objective of the direct campaign.
Despite leading the market, WHISKAS’ market share had declined. The core objective of our campaign was to reaffirm WHISKAS as the choice of Australia’s cats and their owners, and increase market share across the product range (exceed Market Share by 18.6% & Penetration Growth of 36%).

In Australia, it’s all about the dogs. Cats (and there are 2 million of them) are more of a mystery. Similarly, their owners are largely anonymous albeit hugely active online. Our strategy was to bring cat love and cat talk out of the closet.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Cat owners simply had to ‘Pledge’ their cat’s love for the opportunity to win $10,000 and see their cat-featured on-pack. To do so, they needed to create a full ‘cat profile’ on the ‘Whiskas Cat Club’ (target of 20,000), an online social network created especially for cat lovers to interact with each other, upload content and share information for this campaign.

If pledges arrived en-masse (the target was 100,000), WHISKAS could use Australia’s cats, their stories and the community to remind lapsed brand users that cats really do love WHISKAS because “All those other cats can’t be wrong".

Explain why the creative execution was relevant to the product or service.
Australia is a dog obsessed country. Cat owners are largely invisible albeit hugely active online. Our creative sought to identify cat owners but through their cats.

This strategy revolutionised the way that WHISKAS spoke to the cat community; connecting with them privately (online) and celebrating them publicly (on mass communications).

While the WHISKAS Purple Cat was used to drive brand recognition, real cats and their stories were used to propel the campaign forward and encourage participation.

Brands can often celebrate an existing community, but WHISKAS created an online community of cat lovers that didn't exist before in Australia.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign delivered over 3x the anticipated response, with 330,167 online pledges (objective of 100,000), of which 48,633 (objective 20,000) created a full cat-profile, turning the Whiskas Cat Club into the largest online community of its kind in the world.

Sales boomed by 27%, increasing market share to 19.8% (objective 18.8%) and increasing penetration growth by +4% points.

The website attracted an average of 7,100 visitors a day (300 pre-campaign)
5,990,469 page impressions
851,996 site visitors
405,680 unique visitors
5m18 seconds average time on the site
Comments: 389,270; Votes: 854,491
41,093 people opted-in to future communications (from 48,633 cat-profiles)