In Australia, branded content in the pet food category is pretty much non-existent. Instead, pet food brands rely on traditional advertising, like prime time television commercials and print ads in glossy magazines. And our audience is flooded with it.

That’s why it was so exciting to create a campaign that used entertainment as branded content to engage our audience. But not just any branded content, content created by cats!

Whiskas CATSTACAM. The campaign that let people see the world through cats’ eyes.

First, we created a camera that let cats take photos and post them to their very own Instagram account. So people could follow them and see what they get up to everyday, giving them a deeper insight and understanding into their lives and behaviour. Whenever a photo revealed curious cat behaviour, people could #AskWhiskas and cat behavioral expert, Dr. Jacqui Ley, would decode it.

We gave devices to influential Internet cats and celebrities. The photos lived on Instagram, in an online Facebook gallery and live digital billboards.

The Internet went crazy for CATSTACAM.

• We were featured on blogs and news sites all over the world.

• The online launch film was viewed over 1.1 million times.

• #Catstacam was one of the top three trending hash tags globally.

• #AskWhiskas was so popular that we’re making it an ongoing social service.

• The campaign generated over 585 million media impressions.

• Generated over $13 million dollars in earned media.

But most importantly, we helped cat owners and lovers around the world better understand and care for their cats.