How a meerkat became a social media hero, creating a cult brand

The CompareTheMarket.com case study is a story about the creation of a meerkat who became a social media cult hero with a hugely popular website created specifically for the campaign, CompareTheMeerkat.com.

How a meerkat became a social media hero, creating a cult brand

Amelia Torode

There's a new cult advertising hero in town, breaking hearts and smashing business targets. His name is Aleksandr Orlov and he is an entrepreneur from Moscow. In his mid-40s, about two-and-a-half feet tall, he is highly opinionated and very furry.

That's because he is a meerkat – or, to be precise, a 'business-meerkat' – the founder of CompareTheMeerkat.com, the world's premier meerkat comparison website. Key in a few details, such as the size of meerkat you are looking for, your hobbies and your preferred...

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