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WHISKAS
How WHISKAS united all cat-addicts and won back peoples love

RAN IN: Russia

CLIENT
Mars LLC

AGENCY
BBDO Moscow *Lead Agency


TMA Marketing Services *Lead Agency


MediaCom


PGM Eurasia LLC, Starcom agency


Mint


The Marketing Arm


SUMMARY

WHISKAS is the brand that created the market for prepared pet food in Russia. WHISKAS led the market for many years, but as competition intensified, its position came under threat. In order to defend its position and win back the audiences affection, WHISKAS called for all cat lovers to unite and admit their cat-addiction on Russias Cat Day. A Cat-addiction ode, written by Semyon Slepakov, triggered a wave of declarations from people across the country. More than 18 million views and high engagement in the campaign led to growth in the brands market share and a historic high in penetration.

CASE VIDEO


Audience: As a mass brand, WHISKAS has a wide target audience. Therefore, we wanted our activity to engage absolutely ALL cat lovers.

Objectives: 1.To be sure that our idea really resonated with cat owners, we set the following COMMUNICATION OBJECTIVES: To get a wide audience emotionally engaged with the brand and its communication: at least 7.68 million video views (Source: media agency data, 2017. Thats greater that the number of online video views recorded for previous Mars Petcare projects). 2. So that the brand could protect its leadership of the category, it was essential to achieve the following BUSINESS OBJECTIVES: Ensure sales growth: + 4% (in revenue), + 6% in volume. Win back market share: +1.5 pp. Increase the number of WHISKAS customers (penetration growth): + 1.5

Type: B2C

Language: English, Russian