Campaign details

Brand: Whiskas
Brand owner: Mars Petcare
Lead agency: AMVBBDO
Contributing agencies: MediaCom, Google
Country: United Kingdom
Industries: Petcare
Media channels: Content marketing, Mobile & apps, Online video, Programmatic display, Search marketing, Social media
Budget: 1 - 3 million

Executive summary

If the internet had an official pet, it would be a cat. With 30m monthly searches, cats are YouTube's most popular subject. However, with zero digital presence, how could cat food brand Whiskas – the global reference in cat care, but a digital newbie – stand out in such a crowded arena?

When it came to cats, the internet is full of funny content, but lacking engaging educational content. Whiskas' digital calling needed to be true to its essence, to become the online reference in cat care.