Fancy Feast Cat Hotel

Over half (51%) of all Australian cat owners admit their cat completes them, and 71% talk to their cat as if it was a human. But how far does the unique relationship Australians have with their cat stretch? Fancy Feast set us the challenge to creatively explore how a cat owner would express their love for their cat on the most love-filled day of the year - Valentine's Day.

In partnership with The Langham Sydney and Melbourne, we launched the world's first Fancy Feast Cat Hotel - a luxury stay-cation enabling Aussies to spend Valentine’s with their furry soulmate. Open to a select group of media, influencers and consumer competition winners, the Cat Hotel offered cat lovers a luxury treat including everything from a cat-cierge welcome through to relaxing pampering sessions and delicious in-room dining for two. Amplified through social media, earned media outreach and influencer partnerships, the Cat Hotel offered Australian cat owners an opportunity to shout loud and proud about their cat.

24% INCREASE IN SOCIAL FOLLOWERS

To launch the campaign, we partnered with celebrity and Bachelorette alumni, Georgia Love and her favourite feline Pawdry Hepburn to develop content at the Cat Hotel to be featured across social's and encourage fellow cat owners to enter for their own chance at a purrfect Valentine's experience.

Results

1000+ entries into the Fancy Feast Cat Hotel competition across Instagram and Facebook.

39 clips across earned media and social generating over 29 million OTS

An engagement rate of 3.3% across influencer content, against the industry benchmark of 2.5%

An increase in @FancyFeastAU Instagram following of +24% after the campaign launch