Premium Choice: Care Free Kitty
Facebook Campaign | Online Promotion | Website Design & Development
Amcol Specialty Minerals manufactures and markets it’s own Premium Choice brand of litter called Carefree Kitty. It’s primarily sold through independent pet stores and some major chains like PetSupplies Plus. The packaging had recently gone through a redesign to give it a fresh, modern new look. Because of the relatively small marketing budget for consumer advertising (less than 10% of national brands), it was decided that we would get the biggest bang to our buck by using an online-only strategy centered around a microsite and Facebook promotions. A small portion of the budget was allocated to print and trade shows to help our independent reps sell product through the pet supply business channels.
We followed the success of the first Facebook promotion with a photo contest the following year with our own version of the Summer Olympic games.
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