Care for the Wild was a charity with low awareness. Use the interest that people have for cat videos on the internet for good.

Care for the Wild provide a front-line defence for big cats around the world. The music video’s message was inherently branded, ‘If You Care, Care for the Wild’, and viewers were directed to find out more about the charity’s work and buy the single. The music video and charity single was launched on 1 August 2014. To spread the message further, direct mail with a specially designed ‘I Care’ tote bag was sent to influencers asking them to share the video.

The music video has been viewed over 10,000 times as a result of the initial PR and social media around CatiAid. As a result of the Direct Mail activity we receive retweets to an additional 10,000 followers.

The promotion achieved the goal which was to raise awareness about the charity and its activities in the area of Big Cats. As a small charity, they did not have enough money to run research to rest awareness.

Without any money to promote the music video and the single, the idea has been broadcasted by BBC RADIO to celebrate world cat day. We got 1.6 Million total potential impressions with a 736% increase over this time range. The estimated reach was 167,119 accounts and an exposure of 211,423 impressions. The video received retweets to 10,000 additional followers.