IN-IMAGE ADVERTISING CASE STUDY

CAT’S PRIDECLIENT: OIL-DRI CORPORATION OF AMERICA

AGENCY: DONER

®

To increase awareness of Cat’s Pride® Fresh & Light ® among cat enthusiasts, Doner selected GumGum to communicate its brand message on contextually relevant photos across its in-image advertising platform.

OVERVIEW

Objective: Generate awareness of Cat’s Pride® Fresh & Light ® among cat enthusiasts

Strategy: Speak directly to cat enthusiasts within the digital space

Tactics: Place Cat’s Pride® Fresh & Light ® ads alongside contextually relevant content using online display and video ad units

GumGum developed the following campaign to support the awareness objectives for Cat’s Pride® Fresh & Light ® :

CAMPAIGN DETAILS

Targeting: Keywords related to all things feline, including cat types and interests of cat enthusiasts

Creative: Custom animated rich media units created by GumGum, including video light box with links to official site and social media pages

Flight Dates: Q4/2012 campaign; was renewed for Q2/2013

CREATIVE

Studio – Mid/static unit

Runway - Tall/animated unit

CREATIVE

CREATIVE

Video Light Box Overlay with Links to Social Media and Official Site

Studio Unit Appearing Over Image in Living Section of Daily News

PUBLISHERSIn-image ads for Cat’s Pride® Fresh & Light ® appeared across these and other publishers on the GumGum platform:

CAMPAIGN RESULTS Cat’s Pride® was fat and happy with the results:

•3X the average CTR for GumGum campaigns at click-through rate of 1.18%

• 90% video play rate and 50% completion rate

• 3X the video CTR to official website at 4.22%

•Doner renewed the campaign with over double the investment for Spring 2013

THANK YOU!