Bulk Catnip DM
Agency: Rethink
Client: Bulk Cat Litter Warehouse
Product: Cat Litter
Country: Canada
Background
Bulk Cat Kitty Litter Warehouse needed a Direct Mail flyer. Unfortunately, most Direct Mail never even gets looked at. So to increase the odds for a mailer for Bulk Cat Litter Warehouse, Rethink did something that would get people’s cat’s attention first.
Idea
Owners were targeted through their cats, by printing a mailing on paper that had been prepared with catnip. When the cats responded to the mailing, so did their owners.
Results
The flyers were by far the most effective direct marketing done by Bulk Cat Litter Warehouse.There was a spike in both customer counts and sales, with many people mentioning that they came in specifically because of the flyers. In addition, the “making of” video was viewed over 370,000 times on YouTube and featured on numerous blogs and websites like Gizmodo, Mashable, PSFK, Laughing Squid and Jezebel. More than 3,660,540 online impressions were generated, including 2,269 tweets and 4,509 Facebook shares.
Synergy Says
Return on idea is when you look for so much more than just bottom-line results. It’s when you set out to create an emotional response as well as a transactional one. This simple idea had a video to go with it and while the mailing went out to just 500 potential customers, the video has had nearly half a million views on YouTube. Not bad for a product that must be among the least interesting on the planet.
Creative Team
Creative Director: Chris Staples, Ian Grais
Art Director: Leia Rogers
Copywriter: Bob Simpson
Designer: Lisa Nakamura
Production Content Strategist: Leah Gregg
Editor: Chris Neilson
Account Manager: Marie Lunny
To binge on your own beautifully printed and bound copy collection of these campaigns simply drop Andrew a line with your postal address to andrew@synergy-print.co.uk. Please put ‘ROI request’ in the subject line. Have a thoroughly creative day!
