The Journey from Kitten to Cat
Royal Canin was facing a huge challenge because sales were declining in the Nordics. Therefore they urgently needed to revitalize their brand across the Nordics by reestablishing themselves as the expert in pet nutritional health – and once again become the preferred go-to, when seeking information on the best dietary options.
Extensive research showed that Cat owners are in fact cat parents, and they wish to do the very best for their fur baby. Non the less the research showed that they feed their vulnerable kittens with adult cat food. This was a serious problem. In order for a kitten to develop and grow, it needs the right nutrition. If feed wrong, it could lead to health problems later in life.
Ogilvy came up with the concept ‘From Kitten to Cat’ following three kittens from when they leave their mother until young adulthood. Through this process we inspire, guide and empower the target group to be the best pet parents. Hence, making the target audience aware of the fact that a kitten has a specific nutritional need and therefore requires special kitten food in order to get the very best start on life.
Additional footage was also turned into amusing teasers for the web series. The idea of using the documentary genre was to portray the reality of the kittens’ everyday life and their personality and thus their individual development needs. Our goal was to establish an emotional connection with the target audience and eventually ensure awareness of kittens’ special feeding requirements without “hard-selling” Royal Canin products.
Ogilvy launched a sequential story-telling funnel on Facebook every month throughout the five months of production. Each month began with the launch of the teaser and actual episode on Facebook. The audience engaging with the episode were then targeted with the tailored content leading them further down the social funnel. Ogilvy then re-engaged the audience with more rational educational content leading them to the lower funnel, a campaign site named fromkittentocat.com.
On the campaign site, visitors were able to further engage with Royal Canin through rational content and articles e.g. different nutritional requirements for a cat through different life stages and cat breeds. The campaign ran in Denmark, Finland, Sweden and Norway over a 6 month period providing a 30% increase in total revenue of Royal Canin cat food across the Nordic markets.