A CATNIP INFUSED DOOR DROP GOT CATS, AND THEIR OWNERS, PURRING
Provided by Royal Mail MarketReach
Bulk Cat Warehouse wanted to increase sales by driving Canadian cat owners into store by creating a different way of thinking.
What was the Challenge / Background of the Campaign?
Bulk Cat Litter Warehouse wanted to increase sales by driving Canadian cat owners into store.
But, promoting a product as seemingly utilitarian as cat litter on a tight budget was a challenge, requiring a different way of thinking.
What was the Campaign Objective?
To increase sales by driving cat owners into stores.
What was the Solution?
Instead of targeting owners, Bulk Cat Litter Warehouse went one step further and targeted their cats. The retailer sprayed a door drop with concentrated catnip - ensuring that the cat couldn't resist it as it landed on the doormat.
Delivered to 500 houses within driving range of their store, once it landed it was down to the cats to do the rest.
What were the Results?
Bulk Cat Litter Warehouse experienced a spike in customers and sales, with many people coming into store clutching their door drop.
The "making of" video was viewed over 370,000 times on YouTube and featured on numerous blogs and websites. It generated more than 3,660,540 online impressions, including 2,269 tweets and 4,509 Facebook shares.