How Whiskas made cat content grow up to drive digital growth

Whiskas, the pet care brand, proved that brand-building educational content can also lead to sales in the UK, Russia and Germany as it resulted in an ROI of 3.2:1.

Executive Summary

Whilst 65% of growth in pet care is driven by online sales, standing out in a fragmented digital world is no easy feat - especially if you have to compete with cat videos, the most popular content category on YouTube!

Whiskas knows it well: we've been learning since launching Kitten Kollege in 2015.

Our first digital venture, Kitten Kollege is an entertaining content series created to respond to search queries around cat care. The successful YouTube initiative reached 25% of UK cat owners and was deployed across 20 countries.

But it was time for our...

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