Cats ProtectionA 4.6 Return on Investment
The Christmas appeal is Cats Protection's largest appeal of the year. As people started to think about their Christmas dinner, our 'Festive Feed' campaign, built around 'Gizmo' the kitten, asked them to reflect on what cats in their various adoption centres would eat. The campaign asked supporters to 'fill an empty tummy for Christmas'.
Mixing traditional campaign media channels with shareable video content for social
A short film transported the viewer in to the heart of an adoption centre as it prepared for the cat’s Christmas dinner. Positive and heart-warming the social content was tested against more static posts and proved to be the outright winner.
Not only did it elicit the most shares it triggered the highest donations. The content also helped reach a wider audience rather than the initial supporter base who had been targeted.
The Festive Feed delivered a 690% increase in digital donations compared to the equivalent autumn campaign. Overall the campaign delivered a ROI of 4.6.