“The new listening and communication channel initiative has been a game changer for Windows Mobile. We’ve also documented a “Best Practice” approach to Social Media engagement for other product groups. We’ve seen exponential results each month (6X growth on Facebook and 13,000 video views on YouTube within 2 months). It’s strongly influencing our FY10 MARCOM strategy.”

Jenn Aaro - USIMC Lead, US

“With the help of the advertising agency Hei in Oslo and the media agency MEC, Kavli succeeded to create a commercial that catches both attention and liking."

Press report on Kavli’s dancing baby winning Sweden’s Best Advertisement in 2008

"With the Ragged Road webisode series, MEC generated over 400 million impressions. We had 2.2 million video views which was outstanding - the business was on fire."

Macy's

Nestlė / Friskies Cat




Cats’ eyes

Sales of a cat food brand rose dramatically, thanks to a campaign that engaged Poland’s cat lovers.

The challenge

Nestlé’s Friskies Cat is a challenger brand in the Polish cat food market, with spontaneous awareness ranked four times lower than the category leader. Our challenge was to generate greater brand awareness and increase sales for the brand without the spend of the competition.

Our insight

Cats are playful, alert and curious creatures that poke their noses into everything – but where do they go when their owners are not around? 

Our solution

Our idea was to engage cat owners by showing them a cat’s eye view of life. We created a feline character – Le Bobo – and put a ‘cat-cam’ round his neck to record his adventures. The resulting photos were posted on the Friskies Cat website, with the best ones show in an exhibition on the streets of Warsaw. We then invited selected cat owners to fit their pets with cat-cams to generate more pictures for a Friskies Cat photo competition.

Initially, print, online display and social drove cat lovers online. After that, the campaign took on a life of its own through bloggers and traditional PR in newspapers and magazines. It even secured a
10-minute editorial slot on Poland’s most popular breakfast TV show.

The results

  • Quantitative sales up over 50% during the campaign
  • Free TV coverage worth $100,000
  • 50,000 website unique visitors
 
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