Case Study: How MediaCom’s WHISKAS #CatsInBoxes campaign saw a 70% increase in sales and won multiple awards

This is a case study on MediaCom Australia’s #CatsInBoxes which saw the campaign win a number of major awards and saw a staggering 70% increase in sales…

Client: MARS Australia

Brand: WHISKAS®

Media Agency: MediaCom Australia

Media partner: Amazon Australia

Awards:

GOLD: Creative Use of Media Award

GOLD: Best campaign for a specific audience

Summary

Whiskas may be Australia’s pet food big cat, but some cheeky young rivals were stealing the share. Follow-up studies of the brand found that those under 45 viewed the brand as obsolete and were looking for new ways to feed their felines. Our goal was to revitalize Whiskas for a new generation and show them that no one understands cats better than Whiskas.

Insight

We realized that to connect with a more digitally savvy audience, who often buy cat food online, we needed to build cultural relevance, increase perceived value, and win their hearts.

When we spoke to the experts at Whiskas on cat behavior, they told us that pets live better when the owner understands a cat’s most natural instincts. These natural instincts can be seen in their often mysterious and intriguing behavior, especially when it comes to play. In fact, these are often the most unexpected things cats will play with.

With Covid-19 restrictions forcing pet owners to spend more time at home – Australia had some of the toughest lockdowns in the world – many were also increasing their use of e-commerce.

Our idea was that cats are masters at transforming even the most basic delivery box into a world of play. We were committed to improving the feline gaming experience that e-commerce could provide.

The idea

Our idea was to arouse the curiosity of cats and stimulate indoor play by transforming delivery boxes into play boxes for cats. We would turn ordinary brown boxes into three exciting play destinations. The delivery box would become a vehicle to increase awareness and engagement of Whiskas.

Amazon Australia was the obvious partner; Not only did it deliver hundreds of thousands of parcels every year, but it also indexed very well with our target group. Amazon was also an increasingly important D2C channel for MARS, the parent company of Whiskas.

Results

An independent study of increased sales by IRI found a return on investment of $3.79 compared to the control market. This translates to a 4.6% increase in value, which far exceeds the average sales increase benchmark guaranteed by pet food advertising campaigns of 1.8%.

Additionally, we saw a 70% increase in Whiskas sales on Amazon during the campaign. Not only have we boosted sales, but we have also changed mindsets. Surveys of everyone who received a Whiskas Amazon box revealed a 5% increase in brand consideration compared to a control group of people who ordered during the same period.

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Elizabeth J. Harless