Whiskas Kitten Kollege: Finding a voice amidst an internet obsession

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Campaign details

Brand: WhiskasBrand owner: Mars PetcareLead agency: AMVBBDOContributing agencies: MediaCom, GoogleCountry: United KingdomIndustries: PetcareMedia channels: Content marketing, Mobile & apps, Online video, Programmatic display, Search marketing, Social mediaBudget: 1 - 3 million

Executive summary

If the internet had an official pet, it would be a cat. With 30m monthly searches, cats are YouTube's most popular subject. However, with zero digital presence, how could cat food brand Whiskas – the global reference in cat care, but a digital newbie – stand out in such a crowded...

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