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2018 SILVER PET CARE RUSSIA
How WHISKAS united all cat-addicts and won back peoples love
RAN IN: Russia
Audience: As a mass brand, WHISKAS has a wide target audience. Therefore, we wanted our activity to engage absolutely ALL cat lovers.
Objectives: 1.To be sure that our idea really resonated with cat owners, we set the following COMMUNICATION OBJECTIVES: To get a wide audience emotionally engaged with the brand and its communication: at least 7.68 million video views (Source: media agency data, 2017. Thats greater that the number of online video views recorded for previous Mars Petcare projects). 2. So that the brand could protect its leadership of the category, it was essential to achieve the following BUSINESS OBJECTIVES: Ensure sales growth: + 4% (in revenue), + 6% in volume. Win back market share: +1.5 pp. Increase the number of WHISKAS customers (penetration growth): + 1.5
Language: English, Russian