Using advertising to find cats a home...
40,840, with over 50% of these directly attributable to the campaign. A massive increase - by 1,500% - in the volume of online searchers for 'find a cat' (our campaign call to action) averaging 590 per month against a benchmark of 490. With a conversion rate of 30% from unique enquiry to adoption, 5,066 cats have been re-homed - 2 1/2 times over our original target.
Understanding people's motivations behind adopting a cat - with charming creative and a magical TV ad showing them what their lives were missing. Our technical know-how ensured continuous optimisation of the campaign, while targeted media got the most from the budget.
Reverse the declining trend in cat adoptions. Test new approaches, improve digital performance and increase enquiries - just 89 enquiries from Google searches the year before. Target of 2,000 cats to be re-homed.
Incredible results and so measurable - we have converted the doubters, people do Google for a cat!
Nick Edmans, Director of Communication