Creative Execution

The app was launched on the Whiskas Indonesia Facebook page (‘Kucing Klop’), which has over 140,000 fans. It was also made available on Google Play Store, and Apple App Store. A one-week contest (’Meong Selfie Contest’) was created on the Whiskas Facebook page to help boost the download numbers.

1300 downloads in just one month without any advertising support, rated 4+ in both Play Store and App Store. More than 200 selfies uploaded in the 3rd week across all social media platforms. More than 300K of free impressions earned

Background: Whiskas is the leading cat food brand in Indonesia, and has, over the last three years, been working on building an emotional connection between the brand and cat-lovers in Indonesia via social media. Insight: Cat-lovers are fiercely proud of their cats, and use any opportunity to exhibit their pets’ photographs. Opportunity: The ‘selfie’ is the fastest-growing trend in social media. How could Whiskas utilise this to help cat-lovers show off their beloved pets? Idea: ‘Whiskas Meong Selfie’ - a fun app that enables cats take their own selfies, so their proud owners can share them on social media!