Kitten Kollege is an innovative new campaign for Whiskas, created by AMV BBDO in a unique collaboration with Google and Mediacom. The Youtube channel hosts creative content designed for mobile with the aim of entertaining and educating current and prospective kitten owners. The content has been developed with College Humour – experts in online comedy who managed the production and post-production.
Developed to share Whiskas expert knowledge of how to raise a kitten, Kitten Kollege juxtaposes the earnestness of promotional university films with charming kitten chaos, helping Whiskas to become an online reference for kitten care.
This is a pioneering project for Whiskas in a number of ways. The digital-led campaign is a result of a new approach in the brand’s communication strategy, which is beginning to focus on mobile as a way of connecting with consumers. Working with AMV BBDO, Google and Mediacom – as well as College Humour – has resulted in content that is funny and entertaining, showcasing Whiskas’ recognition of consumers changing media habits.
Caring for cats of all sizes is what Whiskas is known for, and it is now able to share this knowledge even more widely and in a way that will really engage people. As kittens are a key element for category growth, it’s vital to continue to show the joy and pleasure they can bring.
Kitten Kollege welcomes kitten owners to learn more about kitten care in the cutest possible way. In a series of online tutorials, designed to be both educational and entertaining, a charming class of kittens and their tutors will help to answer the questions search insights have shown are most commonly asked by kitten owners (and prospective ones).
Anthony Dean, Cat Portfolio Manager at Mars Petcare said: “This is a hugely exciting project for Whiskas, bringing to life our expertise in all aspects of kitten care in the most unique – not to mention cute – way. Kitten Kollege has been a landmark project in many respects. It represents Mars’ considered approach to online content; mobile-led media planning: a new collaboration between AMV BBDO, Google, AMV Flare and MediaCom and a first in co-creation for AMV BBDO. From the early insight generation right through to execution, AMV BBDO have been collaborating with our other agency partners to deliver a program we are all very proud of.”
Rob Messeter and Mike Crowe – Creative Partners at AMV BBDO said: “Focusing on mobile first, developing scripts with our analytics team around search insights and the lightning-fast pace of content development and production were all new. It’s the sort of project we’re doing much more of – bringing the newer disciplines from around the agency together. Also, it’s not every day you get to launch a whole new YouTube channel and work not only with a bunch of cute kittens, but some sharp people at Google and College Humor.”
Source: Little Black Book