AN INFLUENCER ACTIVATION THAT EXTENDED THIS CAT LITTER BRAND’S REACH
When Naturally Fresh wanted to expand its presence in the natural pet-care market, it reached out to Pathfinders to craft an engaging social media campaign. Our approach? A social media strategy that combined the passion pet parents have for their furry friends and for the planet. This unique approach successfully spread the message of responsible pet ownership via planet stewardship while increasing brand affinity.
THE SITUATION
BUILD CONNECTIONS
Naturally Fresh, a walnut shell cat litter brand, approached Pathfinders looking for a new way of connecting with a nature-loving crowd and their cat kids. With a campaign literally made for social, we proposed the perfect solution: working with eco-conscious pet parent influencers already flooding the internet with cat content.
THE SOLUTION
TOP-PERFORMING CONTENT
To kick things off, Pathfinders developed an influencer activation, beginning with a search for quality influencers who resonated with the brand’s core values. Ten top-tier influencers who averaged 90k followers were selected and contracted — creators like @thecatlvt, a reputable veterinary specialist with two rescue cats of her own. We then downloaded each influencer on their Creative Brief and Content Calendar so they could hit the ground running with quality, top-performing social content.
THE RESULTS
532k
impressions
2.5%
engagement rate
1,700+
website visits
The success:
influencer activation doubled Naturally Fresh’s reach and drove traffic from social to purchase
Pathfinders’ influencer activation doubled Naturally Fresh’s reach and helped them connect with new audiences. We also identified six long-term influencers for Naturally Fresh. Another big win: consumers from our influencers’ trackable links were a main source of traffic to the website. Overall, reach doubled from the year prior, ultimately increasing brand awareness and driving sales.
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case study