CatGenie

As one of the only self-flushing, self-washing cat boxes on the market, CatGenie possesses a unique position in the feline industry. But when sales started to decline during a shaky economy, due in part to the cat box’s high price tag, CatGenie came to NET asking for our advice. We responded with targeted microsites and landing pages that were matched to highly specific monthly Pay Per Click campaigns. Content focused on the benefits of a self-flushing, self-washing cat box—based on the personality profiles of the market being targeted and always complemented with a call to action to buy that was easily accessible at every stage of the buyer’s online experience. Specials and discounts were also determined and enacted to promote buyer interest. Online PR and blogging helped to increase awareness of the innovative cat appliance across the country where sold. A social validation campaign that allowed owners to upload their personal cat videos, photos, and create their own profiles helped to create a sense of community and shared experiences. The campaign was a success, increasing sales and building brand loyalty across the board.