Cat Diaries
Cat Diaries is an online community for cat lovers. It is sponsored by Bayer Animals’ brands, Advocate, Profender and Advantage – all treatment products for cats.
The challenge
As a manufacturer of niche pet-health products sold only at veterinary clinics, Bayer Animal wanted to connect and build an intimate relationship with the broader community of cat owners to increase sales and broaden the brand exposure of their product range.
The strategy
Tick Yes’ strategy involved creating an online community that revolved around users’ passion for their pets, and to connect them to each other and to the brand, developing brand loyalty and encouraging word-of-mouth marketing in the process. Interactive site features allow users to share videos and photos of their pets, write their own blog posts and communicate using the online forum.
The results
Within a few months, membership of the Cat Diaries site numbered in the thousands, with hundreds also following Cat Diaries on Twitter. User involvement in the site in terms of entering competitions and responding to and commenting on posts continues to grow exponentially.
www.catdiaries.com.au
www.facebook.com/catdiaries
www.twitter.com/catdiaries
