The aim of the campaign was to strengthen the awareness and positive perception of the Whiskas brand among cat owners, as well as to increase consumers’ willingness to purchase.
The campaign launch was delayed by half a year, and the influencers previously planned to be involved ultimately declined to cooperate. The changed situation required rapid redesign and a creative, flexible communication solution.
PR Topics
We built the organic and paid campaign on three topics relevant to the target group:
– Friendship of cats: Why are rituals and routines so important to them?
– Traveling with cats: Tips and advice for a stress-free trip together.
– Nutrition at all ages: How to choose the most suitable diet for our cats?
Creative press release
We prepared press materials based on expert statements and sent them to relevant lifestyle and pet-friendly media.
Influencer collaborations
In the “It’s purr o’clock” campaign, we worked with popular influencers who were authentically related to the topic, who presented Whiskas products and the joys of cat ownership through creative content.
Radio campaign
In collaboration with Petőfi Radio, we used a storytelling solution based on the psyche of cats. The communication was supported by 15-second spots, one-minute reports and a prize draw, for which we provided Whiskas gift packages.
The campaign exceeded our original expectations. Due to the launch delay, the original target of 20 million reach and 60,000 euros in AVE was later revised to 16 million reach and 45,000 euros in AVE, but in the end we even exceeded our initial targets.
Reach: 23 293 045
The press materials performed exceptionally well: Blikk covered the campaign in print articles twice, and all three of our materials appeared online. In addition, several regional newspapers and thematic online platforms, such as Travelo, also found our stories relevant.
We responded to the initial challenges with a creative, well-thought-out, multi-pronged implementation proposal, which significantly increased trust and appeal for the Whiskas brand. The campaign not only strengthened customer engagement, but also created a positive brand image for Whiskas.
