CATS ON FACEBOOK

TitleCATS ON FACEBOOK
BrandCAT SOCIETY HONG KONG
Product / ServiceADOPTION SERVICE
CategoryB04. Public Service, Charity & Fund Raising
EntrantLEO BURNETT Hong Kong, HONG KONG
Entrant Company:LEO BURNETT Hong Kong, HONG KONG
Sales Promotion/Advertising Agency:LEO BURNETT Hong Kong, HONG KONG

Credits

Name Company Position
Connie Lo Leo Burnett Hong Kong Executive Creative Director
Brian Ma Leo Burnett Hong Kong Group Creative Director / Art Director
Alfred Wong Leo Burnett Hong Kong Creative Director / Copywriter
Wen Louie Leo Burnett Hong Kong Creative Director / Copywriter
Joey Chung Leo Burnett Hong Kong Copywriter
Kenny Ip Leo Burnett Hong Kong Art Director
Nicky Sun Leo Burnett Hong Kong Art Director
Kennie Chung Leo Burnett Hong Kong Account Manager
Hoi Yiu Mouth Communications IT Director / Art Director

The Brief

The Cat Society Hong Kong Ltd. rescues abandoned cats and finds them new homes. As a small, independent organisation staffed by volunteers, they have far fewer resources at their disposal than their more well-known counterparts, such as the Society for the Prevention of Cruelty to Animals. The campaign would use Facebook to showcase the personalities of 50 cats and connect them with potential adopters.

Describe how the promotion developed from concept to implementation

In traditional advertisements for pet adoption, consumers are shown the brand without seeing the pet. But we all know people are more likely to adopt a pet rather than a brand. So, instead of branding, we gave each of 50 cats an opportunity to “speak” for themselves - as it were - with Facebook accounts opened for them. The “cats” updated their status, shared photos and videos, posted comments and chatted online with the friends they made.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our approach to let the animals “speak” for themselves aroused much more public and media interest than a typical advertising approach. Within three days, the 50 cats had made more than 8,000 friends. Within a month, all were adopted. The campaign has helped inspire other non-governmental organisations and given the Cat Society an effective technique to find homes for its cats. And, importantly, the media cost nothing.

Explain why the method of promotion was most relevant to the product or service

Cats are cute. Cats have personality. Traditional media lacks the interactivity required to bring those elements out in the communication. Facebook allowed people to get to know the cats up for adoption. By sharing their hopes and dreams, the cats communicated directly with more than 500 million Facebook users in real time what they wanted most in life - a home. On Facebook, the cats “spoke” directly to new, young, potential adopters for themselves without being overshadowed by the brand, which is a change to the way pet adoption is promoted.