Feliway, for the well-being of your cat
For almost 3 years, we have been collaborating with the Feliway brand in developing communication on its social channels and activating point-of-sale activities and tools. But first of all, what is Feliway? A pheromone-based cat wellness product line produced by the pharmaceutical company CEVA
The brand approached us with the aim of telling the Italian trade and public about its highly innovative products, using a fresh and youthful style and language, to explain well to veterinarians and families with pets the use and benefits of pheromones in daily life with their furry one.
After a careful analysis of the brief, the brand’s positioning in the market and the target audience, our proposal focused on creating a modern and dynamic communication style, which we declined on both traditional and digital communication channels.
For social, at first, we created some columns presenting topics from different points of view and using different protagonists. For example: Virgola was the weekly column in which a cat told his story and adventures, such as moving to his new home, discomforts with his human, and of course all the solutions he found to finally get better (thanks to Feliway).
Another column, captivating and full of trivia, was Pet in Pills, created with the collaboration of influencer and cat lover Davide Cavalieri, who covered, with expertise mixed with great sympathy, topics such as: “cats at the movies,” “myths and legends about cats,” and even “yoga,” which you can peek at (there are plenty of them) on the brand’s official social page.
The educational column Il Vet risponde, on the other hand, allowed us to let humans know and recognize certain cat attitudes that can be confused with spite but are actually manifestations of discomfort, for which veterinary behavior expert Sabrina Giussani offered arguments and advice.
In addition to these columns, we added a series of informative posts about the products, with a more institutional tone and language, which reinforced brand awareness, as did the activity promoted with the Provalo Tu community: an initiative that involved consumers and micro-influencers in product testing, contributing posts, reels and stories to the social campaign. The engagement and response of this activity was very high.
Great satisfaction also for the cross-media activity: October, the month of the perfect understanding, was the marketing contest promoted both on digital and at the point of sale and which offered consumers, in exchange for a Feliway purchase, the chance to participate in the contest to win 1 of 10 consultations with a veterinary doctor expert in behavior. This formula brought excellent results and good traffic at the point of sale as well, for which we created all display tools and printed information materials.
The freshness and dynamism of the style and language used on social media and at the point of sale can also be found on the materials intended for the more special activities, such as the launch couvette for the new Feliway HELP, the ideal product for temporary one-week stressful situations, which was sent to veterinarians and influencers along with a fun gadget, to encourage awareness and product testing.
Once again this year we will be accompanying Feliway towards its marketing and communication goals: our commitment to creating more and more appealing and innovative strategies continues!
If you too want to launch a new product or service and need to study an integrated strategy: contact us. We love a challenge!
Word of Adf&R
Feliway, for the well-being of your cat
For almost 3 years, we have been collaborating with the Feliway brand in developing communication on its social channels and activating point-of-sale activities and tools. But first of all, what is Feliway? A pheromone-based cat wellness product line produced by the pharmaceutical company CEVA
The brand approached us with the aim of telling the Italian trade and public about its highly innovative products, using a fresh and youthful style and language, to explain well to veterinarians and families with pets the use and benefits of pheromones in daily life with their furry one.
After a careful analysis of the brief, the brand’s positioning in the market and the target audience, our proposal focused on creating a modern and dynamic communication style, which we declined on both traditional and digital communication channels.
For social, at first, we created some columns presenting topics from different points of view and using different protagonists. For example: Virgola was the weekly column in which a cat told his story and adventures, such as moving to his new home, discomforts with his human, and of course all the solutions he found to finally get better (thanks to Feliway).
Another column, captivating and full of trivia, was Pet in Pills, created with the collaboration of influencer and cat lover Davide Cavalieri, who covered, with expertise mixed with great sympathy, topics such as: “cats at the movies,” “myths and legends about cats,” and even “yoga,” which you can peek at (there are plenty of them) on the brand’s official social page.
The educational column Il Vet risponde, on the other hand, allowed us to let humans know and recognize certain cat attitudes that can be confused with spite but are actually manifestations of discomfort, for which veterinary behavior expert Sabrina Giussani offered arguments and advice.
In addition to these columns, we added a series of informative posts about the products, with a more institutional tone and language, which reinforced brand awareness, as did the activity promoted with the Provalo Tu community: an initiative that involved consumers and micro-influencers in product testing, contributing posts, reels and stories to the social campaign. The engagement and response of this activity was very high.
Great satisfaction also for the cross-media activity: October, the month of the perfect understanding, was the marketing contest promoted both on digital and at the point of sale and which offered consumers, in exchange for a Feliway purchase, the chance to participate in the contest to win 1 of 10 consultations with a veterinary doctor expert in behavior. This formula brought excellent results and good traffic at the point of sale as well, for which we created all display tools and printed information materials.
The freshness and dynamism of the style and language used on social media and at the point of sale can also be found on the materials intended for the more special activities, such as the launch couvette for the new Feliway HELP, the ideal product for temporary one-week stressful situations, which was sent to veterinarians and influencers along with a fun gadget, to encourage awareness and product testing.
Once again this year we will be accompanying Feliway towards its marketing and communication goals: our commitment to creating more and more appealing and innovative strategies continues!
If you too want to launch a new product or service and need to study an integrated strategy: contact us. We love a challenge!
Word of Adf&R
