Campaign

Whiskas Catstacam

Client

Mars Petcare Australia

Agency

Clemenger BBDO Sydney

Awards

Mobile Marketing
Highly commended:
PR Campaign
Ambient or Experiential
Social Media Campaign

Judges' Comments

“This is a revolutionary positioning piece, making the brand the expert."

Goals

Whilst Whiskas are the biggest cat food brand in the world, they’re also a leading expert in cat care and understanding. But few people knew this. The main goals of this campaign were:

• To position Whiskas as a leading expert in cat care and understanding

• Brand development

• Awareness

Creative Solution

Created entertaining branded content to prove Whiska’s expertise, with an engaging and shareable edge. The twist was that the content was created by cats
Built cameras that let cats take photos from their point of view and post directly onto their very own instagram account.
Catstacam devices were given to famous internet cats and celebrity cat owners
Developed an online film, facebook gallery and digital out of home media
Developed the hashtag #AskWhiskas which cat owners could use to seek out advice from cat behaviourists

Effectiveness

585 million media impressions
The Catstacam campaign went viral, featuring on blogs and news sites all around the world
1.1 million views of the online film
#Catstacam was one of three trending hasgtags globally
Generated $13 million dollars in earned media
400% uplift in sales

Due to popularity, #AskWhiskas became an ongoing social service