Whiskas Pledge
Despite being the leader, Whiskas’ share of the market had declined. In Australia, it’s all about the dogs. Cats on the other hand, get a bit of a bad rap, and their owners are largely anonymous, albeit hugely active online. Our strategy was to bring cat love out of the closet, by connecting with cat owners privately and celebrating them publicly.
Owners were simply asked to ‘Pledge’ their cat’s love for Whiskas at whiskas.com.au. Once there, they also had the opportunity to create a full ‘cat profile’ as well as share what their cats love about Whiskas to win $10,000 and see their cat featured on pack. All cats were automatically signed up for the Whiskas Cat Club, an online social network for cat lovers.
The campaign delivered 330,167 online pledges of which 48,633 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 +4% points above expected projections.
The Whiskas Pledge campaign has won multiple local and international awards for Marketing Effectiveness and Media.
