Litter Genie was on a mission to #StopCatLitterSmell. A litter disposal system for cat owners, the brand team sought to reinvigorate the brand. Consumers spend close to $70 Billion on pets but Litter Genie messaging was not resonating with the general cat owner. Rebel Gail set out to establish a need for the product with cat parents.
KEY CHALLENGES
Little-to-no direct consumer communications in years
Low household penetration
Flat sales
Customer confusion about the product benefit and how it works
REBEL GAIL BUILT THE STRATEGY AND EXECUTED A CAMPAIGN THAT INCLUDED
Key Message Development Social Media Consumer Sweepstakes Event Marketing Media Outreach Media Integrations Original Video Content Influencer Partnerships Cause Marketing
RESULTS
Summary
Litter Genie sales have increased over 10% per year
Grew Litter Genie database by 28,000
Exposed the brand to over 25,000 targeted consumers at cat expos and shows
Won a Gold dotCOMM award for the 'Real Cat Lives' video series
Social Media
2,135% growth on Instagram
139% Growth on Twittter
5% Growth on Facebook
Influencers
98 Influencers sampled
162 blog and social posts
Over 4.5 million blog impressions
Over 1,200 shares of influencer posts
Media
Almost 700 pieces of media coverage
Almost 100 million impressions
People magazine posted on their Instagram with a following of 16.2K people
O Magazine Facebook Live video with over 13K views
Cosmo brand coordinator Diana Barnwell shared an Instagram story to her 33K followers
