Whiskas: How cat content grew up to drive digital growth

Whiskas, the cat food brand, 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: 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...

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