Campaign details

Brand: Whiskas
Client: Mars Petcare
Agency: 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 a long game.

Kitten Kollege had to come of age, becoming a global platform that could drive both sales and engagement.

The answer was K.I.T. - Kat Institute of Technology, a feline spin-off of Silicon Valley tech companies, and a broader creative conceit to keep offering cat care advice.