Will Halstead
Senior Creative at Howatson+Company
Surry Hills, 澳大利亚
标题Cat Critic
广告公司
广告战役 Cat Critic
广告主 Nestlé Purina PetCare
品牌 Friskies
Posted4月 2018
行业领域 食品
剧情简介 The Brief : We Wanted To Get Cat Owners To Purchase Friskies For Their Cat By Demonstrating What We Already Know, That Cats Love The Taste Of Friskies, Through The One Opinion They Trust Most; Their Cat’s.
The Strategy : Our Target Audience Are Known As Adoring Pleasers; Cat Owners Who Like To Please Their Cat With Tasty Food And Believe Basic Nutrition Is Adequate. They Are Looking For Food That Is Convenient, Affordable And Tasty And They Believe They Have An Intuitive Connection With Their Cats. Most Importantly, They Spend More Time On Social And Use Their Mobile More Than Any Other Audience; They Love Engaging With Cat Content On 
The Internet. That’s Why We Focussed In On Social Media And Mobile Interactions As A Touchpoint With Our Audience To Prove To Them That Their Cat Loves Friskies.
The Execution/the Execution & Craft : We Gave A Voice To The Harshest Critics Around That Our Target Audience Would Trust, Their Cats, And Allowed Them To Review Friskies On Social Media Through Licks, Not Likes. We Transformed Everyone’s Phone Touch-screen Into A Lick Detector That Read The Subtle Details Of A Cat’s Tongue And Invited People To See How Much Their Cat’s Loved Friskies. All People Had To Do Was Place Friskies On Their Smartphone With Our Html5 Site Open, Let Their Cat Lick It Clean, And Post Their Cat’s Review To Facebook. The More Cats Licked Their Phone, 
The Most Positive The Review.
The Result : 42% Increase In Engagement During Campaign Period. 59% Completion Rate Of Reviews. Average Licking Time Of 1.39 Mins.
Url : Http://friskiescatcritic.com.au/
媒体类别 案例研究
长度
首席创意官
Executive Creative Director
Creative Director
文案
美术指导
Account Director
客户经理
Account Executive
Strategic Planning Director
Designer
Designer
Designer
Designer
Designer
Agency Producer
Agency Producer
Agency Producer
Agency Producer
Agency Producer
Film Production Company
Director
Cinematographer
Executive Producer
Post-production Company
剪辑师
Post Producer
Special Effects Company
Other Special Effects Credits
Sound Production Company
Sound Designer

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