We transformed every cat owner’s phone touch screen into a lick detector that could read the subtle details of a cat’s tongue. This gave a voice to the harshest critics of our product that our target audience would trust, their cats, allowing them to leave a review of Friskies on social media through licks, not likes.

We started by developing a new way to interpret the capacitive data from touchscreens, with a software that measures minute electrical currents from a cat’s tongue, turning every smartphone into a lick detector.

We then launched Cat Critic with free trial packs at Pet Stores and Cat Shows around the country. All people had to do then was place Friskies on their smartphone with our HTML5 site open and let their cat lick it clean. The more cats licked their phone clean, the more positive their review of Friskies.

Our mobile site instantly allocated an appropriate review based on the score, and posted from the cat to the owner’s chosen social media account. For the first time, cats became influencers, talking about Friskies in a new way and sharing to wider audiences.

Go to http://friskiescatcritic.com.au/ on your mobile to check it out.

42% increase in engagement during campaign period.

59% completion rate of reviews.

Average licking time of 1.39 mins.