CATSTACAM

Silver Spike

Case Film

Presentation Board

TitleCATSTACAM
ClientMARS PETCARE AUSTRALIA
Product/ServiceWHISKAS
CategoryA10. Brand voice (incl. strategic storytelling)
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA
Media Agency STARCOM MEDIAVEST GROUP Melbourne, AUSTRALIA
PR Agency PORTER NOVELLI SYDNEY, AUSTRALIA

The Campaign

Whiskas is known as the purple cat food brand. They’re also a leading expert in cat care and understanding. But no one knew this. Instead, people were turning to the Internet for advice, searching 7 times more for care than feeding (Source: Google Analytics). We saw this as an opportunity to prove Whiskas expert understanding. We realised that cat content was all shot from the owners’ point of view. So we decided to flip the perspective and created Whiskas CATSTACAM, the social campaign that helps cat owners better understand their cats by seeing the world through their eyes. We built some cameras that let cats take photos from their point of view and for the first time ever, post them directly to their very own Instagram account. To ensure we reached the right audience, we gave CATSTACAM devices to famous Internet cats and celebrity cat owners. As each photo shed new light on cat behaviour, we were there to explain why, with #AskWhiskas. Helping people better understand cats whilst proving our expertise in cat care and understanding.

The Brief

We set targets of 250,000 views of the video and 100 million media impressions, but the bigger goal was to get people to understand Whiskas are experts in cat care and understanding. And get owners to start turning to Whiskas for cat advice. We wanted owners to experience our passion and expertise by seeing our launch video, reading about it in the media, following our chosen cats’ Instagram accounts and using #AskWhiskas

Results

The Internet went crazy for CATSTACAM. In just a few weeks: • We were featured on blogs and news sites all over the world. • The online film was viewed over 1.1 million times. • #Catstacam was one of the top three trending hash tags globally. • The campaign generated over 585 million media impressions. • Generated over $13 million dollars in earned media. • A 400% uplift in sales. • And #AskWhiskas was so popular it has become an ongoing social service.

Execution

Whiskas CATSTACAM, the social campaign that helps cat owners better understand their cats by seeing the world through their eyes. We built some cameras that let cats take photos from their point of view and for the first time ever, post them directly to their very own Instagram account. To ensure we reached the right audience, we gave CATSTACAM devices to famous Internet cats and celebrity cat owners. As each photo shed new light on cat behaviour, we were there to explain why, with #AskWhiskas. Helping people better understand cats whilst proving our expertise in cat care and understanding. The campaign ran as planned throughout March in Australia, although the demand for care advice exceed our expectations so we kept the #AskWhiskas service open even after our cats stopped posting to Instagram. The campaign also consisted of an online film, Facebook gallery and digital out of home media.

The Situation

Whiskas is the biggest cat food brand in the world. They’re also a leading expert in cat care and understanding. But few people knew this. Instead, people were turning to the Internet for advice. Or even paying people for it. We needed to the get the millions of cat owners around the world to realise that Whiskas are not just makers of quality cat food, but passionate experts who understand cat natural needs and loves.

The Strategy

Whiskas is bought by 2/3rds of cat owners (Source: Nielsen). They trust its quality but don’t know what it stands for, other than the purple brand colour. Whiskas knew it had something of real value for owners – their cat care expertise. We needed a way to reach millions of owners on a very limited budget, and we knew we couldn’t do this with traditional advertising. So we created content to prove our expertise, with an engaging and shareable edge. The twist? The content was created by cats. On a social level, we utilised famous cat owners that consumers recognised and let them share our cat care expertise with others. At a media level we use a number of hooks, from the technology we’d developed to the influencers we’d got on board – including Glee’s Lea Michele – and our ability to decode mysterious cat behavior.

Credits

Name Company Position
Paul Nagy Clemenger BBDO Sydney Executive Creative Director
Luke Hawkins Clemenger BBDO Sydney Creative Director
Ben Smith Clemenger BBDO Sydney Creative Director
Denny Handlin Clemenger BBDO Sydney Senior Copywriter
Nick Bonney Clemenger BBDO Sydney Senior Art Director
Brendan Forster Clemenger BBDO Sydney Head of Creative Technology
Madeleine Marsh Clemenger BBDO Sydney Group Account Director
Kit Landsdell Clemenger BBDO Sydney Planning Director
David Halter Clemenger BBDO Digital Planning Director
Josh Armstrong Clemenger BBDO Sydney Digital Account Director
George Robertson Clemenger BBDO Sydney Senior Account Manager
Katie Scrutton Clemenger BBDO Sydney Account Executive
Toby Clark Porter Novelli Social Planner
Denise McKeon Clemenger BBDO Sydney Head of Integrated Production
Tim Mcpherson Clemenger BBDO Sydney Head Of Craft
Daniel Mortensen Clemenger BBDO Sydney Senior Designer
Tech Beach Device Builds
Robin Sung and Annabel Jewers Clemenger BBDO Sydney Content
Chris Bear/ Paul Whelan Clemenger BBDO Sydney Print Production
Anna Walters Clemenger BBDO Sydney Senior Account Director
Toby Royce Clemenger BBDO Sydney Editor
Kirstin Lees Clemenger BBDO Sydney Producer
Ant Tiernan Clemenger BBDO Sydney Sound Engineer