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FACEBOOK CAMPAIGN; ADVERTISING, TV, WEB,
EMAIL, FILM

A very clever media partnership to supercharge social strategy: if owners share content to make their cats and themselves famous, the purrfect idea was a platform to amplify that fame.

Felix Presents… Britain’s Cleverest Cat was a multi-media partnership with ITV’s flagship Britain’s Got Talent to showcase the nation’s finest feline performers. Announced on programme bumpers, on the BGT website and through both partners’ social platforms, thousands of entries created unique social content.

The competition progressed alongside its human equivalent and was supported by a regular Facebook diet of behind the scenes secrets, including exclusive footage from BGT. Then a big public vote to find the winner – announced on air in a bespoke ad break during the live final of the ITV show.

Britain’s Cleverest Cat got four Yeses from Facebook cat lovers, with the fastest growth and highest engagement rates in the category. And after the success of year one, the whole cat and caboodle was repeated for 2014.

• Over 100,000 page fans in four months from launch.

• 11.1 million viewers saw the live winner’s announcement on air.

• Over 75,000 fan interactions with BCC content, significantly contributing to Felix’s category-leading Facebook engagement rate of 0.8%.

• Winner of multiple industry awards for creative delivery and campaign effectiveness.