WE WERE ASKED TO DEVELOP A PROMOTIONAL CAMPAIGN TO RAISE AWARENESS OF A RELATIVELY UNKNOWN CONDITION (FELINE STRESS), CREATE DEMAND AND INCREASE LISTINGS.
BackgroundFeliway is a natural pheromone product, available as a spray and plug-in diffuser, which is designed to help control and prevent stress-related behavioural problems such as urine marking, scratching and overgrooming in cats.
The challengeWe needed to address the latent need for a cat stress relief product with a consumer audience that wasn’t aware that their cat was suffering from stress; we needed to educate consumers that behaviour which they considered ‘normal’ was actually stress-related. In short we had to create a new market and create demand for that market with an audience who didn’t know they had a need for the product we were marketing.
Our solutionWe created a loveable personality in ‘That Purple Cat’ who appeared in the client’s first ever national television advertising campaign. ‘That Purple Cat’ was given his own Facebook page and Twitter personality as well as a campaign microsite to run alongside the main product website.
This direct to consumer approach was complemented by also targeting the vetinerary channel and retail outlets via a persuasive direct mail campaign including product offers, POS packs and literature.
Post-campaign consumer research revealed that 86 percent of UK cat owners now recognise signs of stress in their cat and are aware of treatment options. Six out of ten cat owners would choose Feliway as the solution to the problem
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