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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!

 

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Posted: Aug 27, 2008 6:47am
Aug 21, 2008

Hello Everyone, I thought that I would celebrate the launch of the new Care2, by also launching my blog.

Let me begin by telling you a little about myself. My name is Randy Ferrell and I am the VP of Sales here at Care2. I am a career ad exec with a relentless passion for media, networking and success! I am blessed with a very happy marriage (nearly 20 years) to an amazing and beautiful wife, 3 charming and gifted children, and good health. I am a self confessed workaholic (like most of us in media), but my family truly means everything to me.

During my childhood I spent most of my summers working with my brother on my father’s several hundred acre farm in north Florida raising acres of tomatoes, watermelon, cantaloupe, corn, cattle, chickens and more. Working in a never ending dry dirt field sun up to sun down in the summer heat for months on end, taught me at an early age what hard work and determination was all about. It also taught me that hard work yielded rewards.

I began my career in media as a teenager at WZRK ZRock in Panama City, FL. My job was to sell advertising, and I did, but I also helped create my client’s commercials. I would write copy and often even do voiceovers on their commercials. I really enjoyed the creative outlet that working in radio gave me. It was my first exposure to the media industry and I was hooked. A funny side story about my time at this radio station is that after a period of time the station was acquired and the format changed from ZRock to a Southern Gospel station! The slogan went from “If it’s too loud, your too old!” to “Let’s make a joyful noise.” Not that there is anything wrong with that… ahem, but that is about as close as you can come to an exact opposite format and target audience from what existed previously. Believe it or not, I did somehow manage to keep many of our clients onboard.

During most of my mid teens to early twenties I also worked as a life guard on Panama City Beach, FL. My job was to enforce swimming codes on days that there were strong rip tides and of course rescue swimmers that got into trouble in the strong surf. To supplement our income we were encouraged to sell premium sun tan oil brands like Coppertone Spectra and Panama Jack. I spent most summer days keeping an eye on the water and teaching tourists how to get a great tan. I’ll never forget how wonderful it was to go to the office in the morning, as the office was a white sand beach, clear blue green water, open air and the sound of seagulls and gentle waves... The years spent life guarding were very special and truly unforgettable, but they didn’t quench my thirst for media.

Next came the fitness industry. I had been lifting weights regularly since high school and had a solid understanding of exercise and nutrition. I learned that I could leverage my weight lifting and nutritional expertise, along with my previous experience in advertising and sales, to assist the local fitness industry.  Soon, I became employed as the general manager for several leading fitness centers and martial arts schools in FL and GA.

A few very successful years into this field and I was promoted to Vice President of Sales & Marketing working for Grand Master Soon Ho Lee (one of the world’s highest ranking martial artist). This position allowed me to use both my sales ability and passion for media to drive success for Master Lee and the ATA. I created highly entertaining and effective advertisements that built strong brand awareness and brand affinity within our core target, and then used high reach local media (radio, as this was the early-mid 90s) to drive sales and growth of the business. I made sure that our well trained instructors and managers capitalized on the increased traffic to our regional locations by maintaining industry leading sell through rates. With this strategy, our chain of martial arts schools and fitness centers became the top grossing, and most popular clubs in our extremely competitive market.

My passion for media, and a budding entrepreneurial spirit led me to found and launch “Just the Fax” an advertising company which essentially provided local business with a menu of lunch specials from each of the local restaurants in the region that participated. Restaurants in each region would purchase ad space on our fax menu to promote their special of the day. We provided creative design and copy writing to clients as added value. With the ads inserted, and the menu published, Just the Fax would then fax the menu of local lunch specials to each region’s opt-in distribution list. Just the Fax had hundreds of regional business partners including the local government, retail businesses, hospitals, universities, public schools and more. Businesses saw the Just the Fax menu as a helpful service, and the advertisers got great results. To our advertising partners, it was simple, low cost, and very effective. As a business it had a very low overhead and high profit margin. In mid 1990s after a few years of success growing the company, we sold Just the Fax to a local entrepreneur.

In 2000, I joined Care2 as the National Sales Manager responsible for all sales of corporate advertising. I soon earned a promotion to Vice President of Sales and have spent the last decade leveraging my knowledge, passion and expertise in media and sales to drive growth of Care2’s advertising business. I have been Care2’s corporate evangelist for nearly a decade now. It has been a very interesting and exciting journey, and one that I will share highlights from occasionally in this blog. I currently do a great deal of work with leading advertising agencies and the brands that they represent. Most of the campaigns that I work on are in some way related to Care2’s mission and/or our audience’s lifestyle. It is these unique campaigns (both current and past) that will often be the topic of this blog (although don’t be surprised to read an occasional off topic post about various things that I am passionate about, my family, a co-worker, or even a rant about a particular issue like our country’s financial mess, politics or insane fuel prices!)

Due to my very busy schedule, my blogs may be sporadic and short. I will do my best to contribute regularly.

Please feel free to ask questions, comment or contact me via email or pm.

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Posted: Aug 21, 2008 6:49am
Nov 9, 2007
Life wasn't always all smiles for the Spadgenski family. Both little Lily and Sawyer needed liver transplants within days of their birth. With home far away from the babies' Atlanta hospital, the family was thankful to find a home-away-from-home at the Atlanta Ronald McDonald House.
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Posted: Nov 9, 2007 8:50am
Oct 18, 2006
Organic Valley just launched an ad campaign on Care2 offering a $1 off coupon towards Organic Valley Butter and Soy Milk. This promotion is the first time that Organic Valley has advertised on Care2. We are very happy to have Organic Valley join us!

Organic Valley

Let's show them our appreciation and support Organic Farming... Visit the Organic Valley website via this link: http://go.care2.com/3974667 and print $1.00 Off Coupons good towards the purchase of Organic Valley Cultured, Unsalted Butter and Organic Valley Soy Milk... Enjoy!

Forward the link to your friends and family!

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Posted: Oct 18, 2006 10:49am
Aug 5, 2006
Dawn, the leading soap brand, is looking for a member of Care2 that would like to travel the USA this Fall/Winter with leading wildlife organizations and help save wildlife that is in danger. Please visit this article on the Care2 News Network http://www.care2.com/news/member/192431386/144101 and if you find it noteworthy, please note it.

Also, please spread the word to all of your friends on Care2. Let's help Dawn find the right Care2 member to help with this landmark event! Please forward this link to Dawn's site www.dawnsaveswildlife.com where interested Care2 members can register to be selected to embark on what would surely be the journey of a lifetime!

Thank you!

Randy Ferrell
Care2
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Posted: Aug 5, 2006 6:50am

 

 
 
Content and comments expressed here are the opinions of Care2 users and not necessarily that of Care2.com or its affiliates.

Author

Randy Ferrell
, 2, 3 children
Panama City Beach, FL, USA
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