K.I.T - The Kat Insititute of Technology-5
Submitted by TRIBE

Whiskas K.I.T Kat Institute of Technology Influencer Posts

Influencer Marketing

TRIBE ran 30 creator posts for Whiskas directing cat owners to its Kat Institute of Technology YouTube channel, and the agency reports a 2.24% engagement rate.

2.24%Engagement Rate
23.3KLikes & Comments
1MCombined Followers

Case in 60 seconds

Whiskas needed viewers for its Kat Institute of Technology YouTube channel, which offered cat owners information on nutrition, care and behaviour, so the campaign had to move people from creator posts to a separate brand channel.

Cat owners engage with their own cats' quirks before they engage with care advice, so the brief led with each cat's quirky, curious nature and let the channel's nutrition and behaviour content follow from that interest.

The idea was to let creators' own cats introduce the Kat Institute of Technology, so the channel reached cat owners through fun, cute content about real pets rather than through a brand message about food.

TRIBE briefed creators to submit posts promoting WHISKAS® K.I.T using videos and stills of their own cats, and the page reports 30 creator posts encouraging cat owners to visit the YouTube channel.

TRIBE reports a 2.24% engagement rate and 23336 likes and comments across the 30 creator posts, and it quotes audience comments saying viewers were going to check the channel.

Strategy Breakdown

Cat owners interested in cat nutrition, care and behaviour, whom the brief set out to send to the WHISKAS® Kat Institute of Technology YouTube channel.
Whiskas positioned itself as a source of cat nutrition, care and behaviour information through the Kat Institute of Technology channel, so the brand role in the posts was adviser to cat owners rather than seller of food.
The brief asked creators to show their cat's quirky, curious nature, because owners share and react to their pets' behaviour, which gave the channel an entry point in content cat owners already make and watch.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • TRIBE

Results & Evidence

MetricValue
Engagement Rate2.24%
Likes & Comments23.3K likes & comments
Creator Posts30 creator posts
Combined Followers1M combined followers

Why TRIBE's strategy worked

  1. 1

    A pet brand can promote an educational channel through creators' own animals rather than through product shots, because the content then is a post about the pet and carries the channel along with it.

  2. 2

    A campaign whose objective is channel viewers needs channel traffic in its results, because engagement on the posts measures interest in the post rather than the move to the destination the brief named.

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