The Call of Cats

Petgugu, a new player in the pet accessories market, needs to build brand awareness with min budget (less then 10,000RMB/14,000US). Our research shows that pet lovers always care about stray animals. There are over 300,000 stray cats in Shanghai. While some people do feed them, certain areas receive more attention than others, leaving many vulnerable cats without food. For the first time, a pet accessories partners with a running app – Joyrun (China’s biggest running app), to harness the growing number of casual runners who love pets and want to make a positive impact. We helped stray cats receive food while helping humans get some exercise. This unexpected but relevant cooperation not only raise brand likeness, but brought USD 218,535 Earned Media Value.