hype
creators
for
hype creators for sheba
@AMV native can do big things – like herding the influencer cats behind what would become a Cannes Lion-winning campaign. Sheba’s "the gravy race" is a big idea that would climax with a unique live sporting event in Times Square, but at its core was a creator campaign that just happened to feature eight of social’s most famous felines
a big idea for a big challenge
with only 3% of the total cat food market and 8% share of online voice, Sheba is practically unknown in the US. so when we were tasked with launching Gravy Indulgence Entrees, we knew success would depend on punching above our weight and thinking beyond a standard product demonstration. with one shot at virality, our creatives leveraged a moment in culture, "march madness" – the annual college basketball finals – to create our own equally high-tension, unpredictable, ultra-entertaining tournament but this time with cats and gravy instead of balls and hoops.
the role for native
next we needed our contestants, eight of the world's most famous cats, each with their own unique, dedicated communities numbering in the 10s of millions. we knew that just speaking to these communities wasn't enough, so we used collaborations on Instagram to put our rival communities against each other not just on screen, but in the comments section too. by using the duet feature on TikTok, we even gave all cat owners the opportunity to race against our famous cat creators, generating engagement and UGC.
an organic blockbuster
over 16.5m people watched organically with an average engagement rate of 10.67% across TikTok and Instagram, more than triple the industry standard. we also tripled out share of voice from 8% to 25%. factor in coverage by big media outlets and the epic product demonstration was seen 922 million times. most-importantly, our cat-licking competition drove sales of Sheba Gravy Indulgence – selling 850,000 packs for an increase of 18%, making it the most successful launch of its kind in the market over the past three years.
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