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CASE STUDIES
Cats Protection
Integrated Winter Campaign
THE CHALLENGE:
To showcase the new Cats brand with a winter campaign that would raise public awareness of the charity’s leading expertise in cat welfare, position it as modern and relevant, and stimulate interest and donations.
THE SOLUTION:
The Cats Protection's winter campaign focused on a topical and concerning issue – cat abandonment – enabling us to present Cats as an authoritative voice for cat welfare with a unique understanding of the bond between cats and humans.
Our TV ad, Alfie’s Journey, followed the journey of an abandoned cat until he met a caring Cats Protection centre worker and then found a loving new home. At once saddening and uplifting, the ad gained great traction in the press and positive public engagement. We supported it with a major out of home and social media campaign, achieving real cut-through and a step-change in perception of the brand.
OUTCOMES/IMPACT:
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