Campaign details
Brand: WhiskasClient: Mars PetcareAgency: AMV BBDO
Executive Summary
Whilst 65% of growth in pet care is driven by online sales, standing out in a fragmented digital world (all those cat videos!) is not easy.
We've been learning since launching Kitten Kollege, in 2015. Whiskas' first digital venture, Kitten Kollege is an online content series that responds to search queries around cat care.
Reaching 25% of UK cat owners and deployed in 20 countries, Kitten Kollege's positive results hadn't translated into growth; however, earning consumers' attention with content in the cluttered online space is...