ADOPTING THE “GOTCHA DAY” CAMPAIGN ON ALL CHANNELS
Pathfinders helped Naturally Fresh cat litter cash in on the internet’s obsession with furry felines. Their social media channels integrated captivating posts featuring cats alongside the product, along with irresistible calls to action encouraging cat owners to share their heartwarming “Gotcha Day” cat photos for a chance to win exciting sweepstakes prizes. The results were beyond “pawsome!”
THE SITUATION
GET SOCIAL
The Pathfinders social studio began working with Naturally Fresh cat litter by leveraging both paid and social media posts to drive brand awareness, increase social/web traffic, and boost sales.
THE SOLUTION
CONTENT CREATION
Pathfinders’ activated a multichannel “Gotcha Day” campaign centered around pet adoption featuring a national sweepstakes, increased retailer and shelter incentives, and specific CTAs targeting new and existing cat adopters. The campaign began with a monthlong education phase, then transitioned into influencer and user-generated content (UGC)-heavy sweepstakes promotions, retailer promos, and shelter support.
THE RESULTS
3x
increase in social traffic
10.5MM
total impressions throughout campaign
500k
increase in Naturally Fresh website traffic
The success:
10% increase in Naturally Fresh sales at Petco
Pathfinders exceeded benchmark metrics regarding ad click-through rates, retailer engagement, web traffic, and general campaign impact. Additionally, website and organic search traffic saw a substantial increase. Most notably, two of Naturally Fresh’s key retail partners – PetSmart and Petco – saw sales lifts directly attributable to the “Gotcha Day” campaign.
Download the full
case study
case study