Cats are anything but traditional. So instead of using traditional media, we created the first ever YouTube channel dedicated to cat videos. “Cat Box” uses a blend of social and traditional digital drivers and invites people to share their favourite cat videos for a chance to win a year’s supply of Fresh Step, $500 and a starring role in a commercial. YouTube display was a primary tactic used to promote the contest and engage with the consumer. We reversed engineered the TV by featuring the winning cat videos. A url on the spots drove them right back to Fresh Step.

Goal: Extend media impressions by 10%.Result: Extended media impressions by 63%.Goal: Drive engagement by increasing click through rate significantly over the CPG display average 0.09%.Result: Achieved a 0.45% click-through rate, 5 times the CPG industry average.Goal: Double Google Analytics anticipated goal of 150,000 video views.Result: Obtained 6,635,243 views, far surpassing the goal.Goal: Increase dollar sales by 2%.Result: Gained 4% increase in dollar sales versus year ago, doubling our goal.Goal: Increase volume by 4%.Result: Drove an 8% increase in volume versus year ago, doubling our goal.