For a company who sells cat litter, most marketers would advertise to an audience of cat owners. Bulk Cat Litter Warehouse went one step further and directly targeted cats. How? By spraying catnip over the mail.

Method

• The catnip sprayed cards were illustrated with cute cat cartoons and‘to-the-point’ copy. This was a targeted campaign using a database of 500 homes with cats within the specified driving radius of the store. Once the flyer was delivered, it was down to the cats to do the rest. However, the relatively small direct mail campaign did not limit brand exposure to just the 500 recipients of the flyer. As part of the campaign, Rethink Canada also created a video showing audiences how the cards were created and the amusing consequences it had when exposed to the cats. This ensured the campaign’s reach surpassed the initial 500 mailings in style.

The results

• When the cats started to respond to the flyers, so did their owners. They were by far the most effective direct marketing ever completed by Bulk Cat Litter Warehouse. There was a huge spike in both customer counts and sales, with many people mentioning that they came in specifically because of the flyers.

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