Case Studies
- Euronics
- OMG
- Van Dal Shoes
- Feliway
- Celotex Insulation
- Bennetts Online
- Potters Leisure Resort
- Totally Home
- Online Theory Tests
- Ridgeons Independent Living Centre
Feliway
Background
Feliway is a natural pheromone product, available as a spray or plug-in diffuser, which is designed to help control and prevent stress related behavioural problems in cats. The product has been available in the UK for 11 years through vets and veterinary internet pharmacies but with new listings through pet and internet sites, client CEVA Animal Health decided to promote the product with an integrated marketing communications campaign which included a national media strategy, PR, instore POS materials, online marketing campaign including banner advertising and microsite. The site acts as a centralised hub within a fast growing social network that includes Facebook, Twitter, Flickr, Digg, Delicious, Youtube and Just Giving.
The Brief
To raise the profile of feline stress and educate cat owners about the symptoms and solution. The client wanted to make information more accessible to the consumer…
The Solution
With our sister agency, The Works tackling all offline materials, Magic created a tactical microsite www.thatpurplecat.com to run alongside the international website www.feliway.com where concerned consumers could find out more about the condition and cure. Social Marketing channels have been heavily integrated into the site allowing consumers immediate access to a network of like minded cat owners – all sharing content, suggestions pictures and videos. Our knowledge of online media buying and third party banner advertising services allowed us to offer a clear strategy to how online coverage could be purchased effectively.
The Results
Following the campaign the client conducted a piece of national consumer research which showed that 81% of cat owners now recognised signs of stress in their cats with 6 out of 10 saying that they would like to purchase Feliway as a solution.
