Here for Every Cat’s Journey

Client: Cats Protection

In 2024, cat abandonment rose by over 30%, a heart-breaking correlation with the cost-of-living crisis. Cats Protection faced an urgent challenge: raise vital funds to care for abandoned cats while continuing to embed its new brand identity just a year after launch.

To achieve this, we created a fully integrated campaign that combined emotive storytelling with high-impact fundraising activation. The approach was structured into three key phases: 1) Motivate Support – A powerful AV campaign introduced Alfie, an abandoned cat, bringing audiences into his world to create deep emotional engagement. 2) Trigger Donations – Urgent, direct-response ads encouraged immediate action across TV, social, and digital channels. 3) Make Giving Easy – Seamless donation journeys, PPC, and CRO maximised conversions. The impact was exceptional. Over £1 million raised so far, exceeding the £658k target—while regular donor share grew by 77%, securing sustainable long-term income. Campaign awareness hit 47% (vs. a 39% target), outperforming a major competitor campaign. The campaign reached 35.8 million adults, with high-profile coverage in BBC News, Sky News, The Guardian, and more.