Whiskas K.I.T.: How cat content grew up to drive digital growth

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform that drove sales and customer engagement.

Campaign details

Brand: WhiskasBrand owner: Mars Inc.Lead agency: AMV BBDOContributing agencies: MediaComCountry: Germany, Russian Federation, United Kingdom, CanadaIndustries: PetcareMedia channels: Content marketing, Merchandise & free gifts, Online video, Public relations, Search marketing, Social mediaBudget: 1 - 3 million

Executive summary

While 65% of category growth in pet care is driven by online sales, standing out in a fragmented digital world (all those cat videos) is no easy feat.

Whiskas knows it well: we have been learning since we launched Kitten Kollege in 2015.

Our first digital...

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