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Yesterday's News Campaign
Aug 27, 2008

We have just launched a wonderful little campaign from Purina’s Yesterday’s News. Yesterday’s News is a premium cat litter made from recycled newspapers. What a great idea! Especially since most of what we read in the news lately is tailor made for this type of use! LOL. Seriously though, cat litter made from recycled newspaper, what a great choice for the environmentally conscious pet parent. 
 
Yesterday's News Expanded Ad


The campaign utilizes expanding Pointroll creative which features a really cute cartoon video of cats hugging trees that encourages you to “Join the Movement.”

 

The strategy is using multi-unit roadblocks featured in our Healthy & Green Living Pets channel, the Race for Big Cats, and our Soular Energy Daily and Living Healthy & Green Newsletters.

 

If you click on the ad you land on a microsite that features the video again. If you click on Learn you get a page that asks “Does your cat stare dreamily out the window? Is she fascinated by the birds and the grass? Does she glare at you disapprovingly when you leave the water running? If so, there’s a good chance that your cat is a Tree Hugging Cat. Cats everywhere are standing up and letting us humans know how they feel about the Earth. And they’re doing it the best way they know how: by hugging trees”

 

If you click on Join the Movement you get a page that continues the extreme cuteness of this campaign and reads “We’re looking for a few good cats. There are a lot of trees out there that need hugging. So, if your cat loves this planet, if she wants it to be around for a long time to come, just help her fill out this form. As soon as you do, consider your cat an official Tree Hugging Cat. You can print out an official Tree Hugging Cat certificate, and hang it proudly, as your cat squeezes some Dogwoods. And Oaks. And Pines. Then start spreading the News. Yesterday’s News.”


Certificate of Membership

 

 

You are incentivized to join the movement by an offer to print a “Certificate of Membership” from “The Society of Tree Hugging Cats” with your cats name on it!

 

This campaign is adorable and IMHO really appeals to eco-conscious cat lovers. Purina (and their advertising agencies) did an outstanding job on the concept and creativity on this campaign, not to mention the over the top cuteness!

 

Purina's creativity is being awarded by Care2's users with a strong average per unit interaction rate of around 4.5% and a high of 11%. The avg CTR is .15% with a high of .49%.

 

Since the Healthy & Green Living and Race for Big Cats placements are both multi-unit roadblocks, the avg. 4.5% interaction rate is misleading. The interaction rate per page, it is actually closer to 10% which is outstanding!

 

This highly interactive, fun campaign is a perfect fit for Care2!

 
Visibility: Everyone
Posted: Wednesday August 27, 2008, 6:47 am
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Erica Hidvegi (70) 		Thursday December 4, 2008, 3:33 pm
This is fabulous and cats love it ! Well mine do, I was using shredded very finely up until he was almost two years old, now we have two more and we don't read that much newspaper ! But a great eco-friendly campaign.

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