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Cats Sell.

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by

Yihui Lam

on 8 April 2014

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Transcript of Cats Sell.

Cravendale
Cravendale's 2nd Advertisment 'Catnapped'
An obstacle that prevents effective communication
Limitations
Humor + Cuteness =
Great Success!
Emotional Platform
Equivocal to Crying Infant
CAT
DOG
Cat Memes
Dog Memes
Loh Chien Cham
Joe Ong
The Great Catsby
F. Scott
Fitzgerald
Meow
Publications
Cats and Prejudice
Kitty
Publications
Jane
Austen
Kittens in Wonderland
Lewis
Carroll
Meow
Publications
The Kitten of The Opera
Kitty
Publications
Gaston
Leroux
Cats and Lovers
Mewing
Publications
D.H.
Lawrence
20, 000
The Lord of the Felines
To Kill A Purringbird
'We're over the moon with the response to our Cats with Thumbs campaign, it proves that with the
right media mix
that is
current and relevant
you can really create
scale and effectiveness
.'
Sam Dolan, Cravendale (Senior Brand Manager)
J.R.R.
Tolkien
Lionsdoor
Jules
Verne
Leagues under the Fur
Paws
Editing
Harper Lee
Scratch
Books Ltd
Lam Yi Hui
Tan Hui Min
Jonger Chua
Cats have dominated the internet
EVERYWHERE!
They are
MORE VIEWS
33x
7.39
MILLION VIEWS
ON YOUTUBE
THAN MILK ME BRIAN
86k
BERTRUM THUMBCAT HAS
10%
IN BRAND AWARENESS
INCREASE
8%
IN SALES PERFORMANCE
FACEBOOK LIKES
INCREASE
WINNER
ITV Ad of the Year
2011
Why cats?
Cats in Marketing
What makes cats tick?
Limitations
Conclusion
Why Cats?
Cat Memes
Dog Memes
Dog Searches
Cat Searches
Vies for your attention
Doesn't need it
Hardworking, Reliable
'Billionaire, Playboy, Philantrophist' type
What makes cats tick?
Why not dogs?
PETA
Conclusion
Self-Validation
Catvertisments are well received
Cats reign over social media
Knowing what's trendy will boost success
Effective communications can be achieved
Legit campaign poster
Campaign by Uber on National Cat Day
Tashirojima, Aoshima
Kishis train station in Kinokawa
December 2013: Neko no Niwa
April 2014: TheCatCafe

Hairy Potter and the Goblet of Kittens
J.K.
Rowling
Bloomsberg
A Tale of
Two Tomcats
Charles
Dickens
Maru Paperbacks
The Lion, the Witch and the Litterbox
C.S. Lewis
C.A.T.
1. Williams, Rhiannon. "Cat Photos More Popular than the Selfie." The Telegraph. Telegraph Media Group, 19 Feb. 2014. Web. 22 Mar. 2014.
2. "Lolcats - Lolcats N' Funny Cat Pictures - Funny Cat Pictures - Cheezburger." Lolcats. N.p., n.d. Web. 22 Mar. 2014.
3. Fields et al. SNIF: Social Networking in Fur. N.d. Web. 22 Mar. 2014.
4. "Cravendale - Cats with Thumbs." Online video clip. YouTube. YouTube, 28 Feb. 2011. Web. 22 Mar. 2014.
5. Weston, Shaun. "Cravendale 'Cats with Thumbs' Wins Ad of the Year." FoodBevcom RSS. FoodBev Media Ltd, 5 Jan. 2012. Web. 22 Mar. 2014.
6. Benton, Alex. "The Key To Winning The Internet: Cats." Likeable Media. N.p., 1 Nov. 2013. Web. 22 Mar. 2014.
7. "Thinkbox - Case Studies." Cravendale Sales Get the Thumbs up. Thinkbox, n.d. Web. 22 Mar. 2014.
8. "Cravendale - Milk Me Brian." Online video clip. YouTube. YouTube, 01 Aug. 2011. Web. 22 Mar. 2014.
Moos, Jeanne. "Skydiving Cats Cause Uproar." The Situation Room with Wolf Blitzer RSS. CNN, 16 Nov. 2012. Web. 22 Mar. 2014.
9. Reynolds, Emma. "Why Cravendale Milk Isn't Flavour of the Month with Parents: 'Not on Our Watch, Pussies' Catchphrase Becomes Most-repeated Ad in the Playgrounds."Mail Online. Associated Newspapers, 05 Feb. 2013. Web. 22 Mar. 2014.
10. Miller, Jason. "Kittens & Bacon: The Most Viral Infographic Ever." Marketo Marketing Blog Best Practices and Thought Leadership. Marketo, Inc, 10 July 2013. Web. 22 Mar. 2014.
11. Jen. "I Can Has UberKITTENS." Uber Blog. Uber, 29 Oct. 2013. Web. 22 Mar. 2014.
12. Josh. “11 things you need to know about Buzzfeed.” theguardian. theguardian, 6 Jan. 2013. Web. 24 Mar. 2014.
http://www.theguardian.com/media/2013/jan/06/buzzfeed-social-news-open-uk
13. Nico. “PETA protests animal research with ads on Madison buses.” Wisconsin State Journal. 4 Dec. 2013. Web. 24 Mar. 2014.
http://host.madison.com/news/local/peta-protests-animal-research-with-ads-on-madison-buses/article_f6c4270c-73da-5587-9b16-9e84f733ced7.html
14. Joy, H. “How Cats Works.” HowStuffWorks. 24 Aug. 2010. Web. 24 March 2014.
http://animals.howstuffworks.com/pets/cat.htm
15. “Pets by the numbers.” Humane Society. The Humane Society of the United States, 30 Jan. 2014. Web. 24 Mar. 2014.
http://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics.html
16. Janice, Linda. “Cats can make owners happier, healthier and gentler.” USA Today. 1 Nov, 2010. Web. 24 Mar. 2014.
http://usatoday30.usatoday.com/yourlife/pets/cats/2010-11-02-whycats02_ST_N.htm
17. “17 Health Benefits of Owning a Cat.” FutureMedica. 17 June. 2010. Web. 24 Mar. 2014.
http://mritechnicianschools.net/2010/17-health-benefits-of-owning-a-cat/
18. “Health Benefits of Cat Ownership.” Boutique Kittens. 2007. Web. 24 Mar. 2014.
http://www.boutiquekittens.com/Health-Benefits-of-Cat-Ownership.242.0.html
A barrier in the communication process
The Differences Between Cats and Dogs
The dogs are dear to the
unimaginative peasant-burgher
whilst cats appeal to the
sensitive poet-aristocrat
… When dogs and cats are considered, the stolid churl sees only the two animals before him and bases his favor on their
relative capacity to pander
to his sloppy, uniformed ideas of ethics and flattering sub service. On the other hand, the gentleman and thinker sees each in all its

natural affiliations
and cannot fail to notice that in the

great symmetries of organic life
, dogs fall in with wolves and foxes whilst cats walk proudly with jungle lords… Dog are the hieroglyphs of blind emotion, inferiority, attributes of the
imaginatively underdeveloped men
. Cats are the runes of beauty, self-sufficiency, the qualities of the enlightened,
master-class men
. The dog is a peasant and the cat is a gentleman.
H.P. Lovecraft, 1926
Cravendale Ad
Cats in Marketing
7.39
86k
10%
33x
8%
7.39
86k
33x
10%
8%
Full transcript