TAGS: activate user base / user generated content / web traffic
Whiskas is one of the leading brands for cat food in the Netherlands.
With its renewed cat food, Whiskas focuses on the needs of your cat,
which was represented in their campaign theme: “happy cat”.
Masterfoods wanted to communicate the innovative character of the new Whiskas campaign and activitate the loyalty within its target group. Therefore, a special mini site www.blijekat.whiskas.nl was developed where consumers could order their personalized icecards and other downloadable content.
CAMPAIGN FACTS
• Online: 42,000 unique visitors / 362,000 pageviews
• Offline: 15,000 consumer activations / 175,000 skins impressions
• Database: 15,000 records
OBJECTIVES AND TARGET GROUP
• Reach a target group consisting out of cat owners, females of 25 years and older
• Emphasize on the new innovative character of the Whiskas campaign
• Viral marketing, data acquisition, activate loyalty, word of mouth, web content
• Increase web traffic
• Communicate "happy cat" => define campaign theme
CAMPAIGN SET UP
Whiskas ran a photo icecards campaign of 15,000 sets with 15 cards per set including 1
introduction card, meant to thank the consumer for ordering and to provide more information
about the campaign. To promote the sales promotion to the target group and to direct
them to the special site a link on the Whiskas website, a Whiskas email campaign, and viral marketing thru icecards where used.
After
ordering, consumers received their free icecards within two weeks at
home and could start handing them to their friends and acquaintances,
stimulating word of mouth. To make the cards even more personal, a
photo upload function, besides the personal data option, was added.
Consumers could add their own or for example a picture of their cat on
the icecards. To gather insights in which criteria were most important
for the target group in the food buying process for their cat, a
questionnaire was included at the end of the ordering process.
CAMPAIGN RESULTS
The
campaign resulted in many positive consumer reactions and generated
forum buzz on cat sites: 15,000 sets were ordered and distributed with
an average of 145 sets per day. In additions, the Photo icecards
campaign resulted in a significant increase in web traffic for
www.whiskas.nl
A
broad age group was reached, 90% ranging from 14 till 50 years, and
mainly female (86%). The average age was 28 years, peak lying
at 15 years.
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