The campaign delivered over 3x the anticipated response, with 330,167 online pledges (objective of 100,000), of which 48,633 (objective 20,000) created a full cat-profile, turning the Whiskas Cat Club into the largest online community of its kind in the world.Sales boomed by 27%, increasing market share to 19.8% (objective 18.8%) and increasing penetration growth by +4% points.The website attracted an average of 7,100 visitors a day (300 pre-campaign)5,990,469 page impressions851,996 site visitors405,680 unique visitors5m 18 seconds average time on the siteComments: 389,270; Votes: 854,49141,093 people opted-in to future communications (from 48,633 cat-profiles)