SHEBA / الولايات المتحدة / 2024التواصل الاجتماعي · التجارب الحيّة
The Gravy Race.
To launch a gravy-heavy cat food in the US, SHEBA staged a March Madness-style knockout in which eight internet-famous cats raced to lick a line of gravy, with the final streamed live from Times Square.
- العلامة التجارية
- SHEBA
- الوكالة
- AMV BBDO
- السوق
- الولايات المتحدة
- المنطقة
- عالمي
- السنة
- 2024
التحدي
SHEBA had a small share of the US cat food market and of online conversation, and it was launching GRAVY INDULGENCE, a 70% gravy product, against bigger-spending rivals such as Fancy Feast.
الفكرة
Instead of claiming cats love gravy, SHEBA showed it. Eight cat influencers went head to head in a single-elimination bracket on Instagram and TikTok, with audience voting and a sweepstakes. Sportscaster Ian Eagle called the action, and the final was broadcast live from Times Square on 2 April.
النتائج
- According to the case study, the tournament drew 16.5M organic views.
- The case study says value sales came in more than 50% above forecast by the end of year one.
- By the case study's figures, SHEBA tripled its online share of voice.
مصدر دراسة الحالة: Creativebrief المصدر ↖
الجوائز
- Cannes Lions 2025Creative Effectiveness – C01 LAUNCHبرونزية
- Clio Awards 2025Clio Awards / Social Media / Multi-Platformبرونزية
- Clio Awards 2025Clio Awards / Use of Influencers / Otherفضية
- Cannes Lions 2024Entertainment – C02 INFLUENCER & CO-CREATIONبرونزية
- Cresta Awards 2024Print & OOH – Innovation in print or OOHبرونزية
- Cresta Awards 2024Social & Influencer – Innovative use of Social Mediaذهبية
- Cresta Awards 2024Ambient & Experiential – Ambientفضية
- Cresta Awards 2024Social & Influencer – Influencer Campaignsفضية
- Cannes Lions 2024Social & Influencer – C03 INNOVATIVE USE OF CREATORS, INFLUENCERS OR CELEBRITIESبرونزية
- Cannes Lions 2024Brand Experience & Activation – E05 USE OF HUMOURبرونزية
فريق العمل
- الوكالة الإبداعية
- AMV BBDO
- Production and post-production
- Red Studios
- الإنتاج
- SpinCycle
- الإنتاج (teaser ad)
- Zombie
- Sound studio
- Canja Audio
- ما بعد الإنتاج الصوتي
- ClearCut Sound
- الوكالة الإعلامية
- EssenceMediacom
- العلاقات العامة
- Weber Shandwick
- CCO, AMV BBDO
- Nicholas Hulley
- CCO, AMV BBDO
- Nadja Lossgott
- المدير الإبداعي، AMV BBDO
- Andre Sallowicz
- Social Creative Director, AMV BBDO
- Ant Eagle
- مبدع، AMV BBDO
- Tim Riley
- Creative Design Director, AMV BBDO
- Mario Kerkstra
- مدير منصات التواصل الاجتماعي، AMV BBDO
- Carmelo Orofino
- Planning, AMV BBDO
- Suzanne Barker
- Planning, AMV BBDO
- Kerrie Boyes
- Planning, AMV BBDO
- Brian Williamson
- Account team, AMV BBDO
- Laura Balfour
- Account team, AMV BBDO
- Richard Mitchell
- Account team, AMV BBDO
- Matt Henry
- Account team, AMV BBDO
- Nicholas Biggs
- منتج الوكالة، AMV BBDO
- Alexander Warren
- Director/Consultant, FurryFritz
- Nils Jacobi
- مدير التصوير
- Simon Fanthorpe
- Motion Graphics
- Tina Touli
- تصميم الصوت، Jungle Studios
- Ben Leeves
