Nestle Purina Petcare, FELIX, Follow FELIX

Cats equal page views. There are so many cats on social media, it’s like they own the internet. But how much do we really know about what those clever rascals are getting up to when we’re not snapping and sharing them? We sought to investigate the secret lives of cats for Nestlé Purina Petcare’s FELIX cat food brand. Weber Shandwick in Germany came up with the idea of creating wearable technology for cats and fitted 50 felines with an innovative custom-made harness and GPS device.

For three weeks, the cats were tracked on a microsite, yielding plenty of cool cat content. The data, the first of its kind, was packaged with shareable videos, pictures, expert articles and an online game. The media loved Follow Felix and levels of digital and social engagement skyrocketed. Just after the campaign, FELIX overtook its key competitor as the market leader in Germany.