We devised our campaign concept around “Beauty is more than fur deep” – designed to pique the interest of cat lovers on Facebook and Twitter. Together with Cats Protection we created a social media marketing plan made up of video content, graphics and lots of community and influencer engagement.
The concept was based around popular online dating apps such as Tinder, playing on the idea of online dating being very similar to choosing a cat to adopt. We storyboarded and created a video specifically for a social media audience which was shared across the two key social media platforms. We maximised the impact of the video content through social advertising and actively engaging with key influencers who we were confident would be interested in the cause and share the content, spreading the message.
Another key element to the campaign was the competition we ran prior to the day where cat owners were asked to submit photos of their black cats. The prize being a photo shoot for your cat as well as becoming “the face” of Black Cat Day.
This activity was also supported by PR and ran throughout the 3 weeks running up to Black Cat Day (October 27th).