Adopting the “Gotcha Day” campaign on all channels
The situation
Pathfinders’ social studio faced the challenge of boosting brand awareness, social and web traffic, and sales for Naturally Fresh cat litter. To achieve this, they leveraged the concept of “Gotcha Day” — the celebration of a pet’s adoption anniversary—through a combination of sponsored content and organic media posts.
The solution
Pathfinders’ activated a multi-channel “Gotcha Day” campaign centered around pet adoption featuring a national sweepstakes, increased retailer and shelter incentives, and specific CTAs targeting new and existing cat adopters. The campaign started with a month-long education phase, then moved to social media influencer promotions and user-generated content (UGC) heavy sweepstakes, along with retailer promotions and shelter support.
increase in social traffic
total impressions throughout campaign
increase in Naturally Fresh website traffic
The success
10% increase in Naturally Fresh sales at Petco
Pathfinders exceeded benchmark metrics regarding ad click-through rates, retailer engagement, community engagement, web traffic, and general campaign impact. Website and organic search traffic saw a substantial increase. Most notably, two of Naturally Fresh’s key retail partners – PetSmart and Petco – saw sales lifts directly attributable to the “Gotcha Day” campaign.
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