At Fresh Step, we’re all about celebrating what’s real about cats –and engaging our consumers in a way that’s fun, playful and real. The magic behind Fresh Step’s success on Facebook is our ability to create content that fans want to see and feel compelled to engage with. Over the past year, we have managed to increased overall page engagement by 142% (not even kitten you) and have seen an 80% increase in fan growth. We have produced some of the most compelling and engaging Facebook material in the history of cat litter. We did this by fashioning our content to match the conversations we were hearing on the page. For example, we noticed that cat mommies and daddies were calling their kitties “furbabies" so we went along with it, and it worked purrfectly. 2012 Highlights • Cat Dance – In October 2012, we decided it was time cat cinema got the recognition it desperately deserved, which is why we created Catdance. Over the course of the campaign, we created over 15 original scripted videos with a combined 2.6 million views on YouTube. • Colonel Meow – For the uninitiated, Colonel Meow is an angry Himalayan kitty with plans for utter and complete world domination. The Colonel has managed to accumulate an army 145k strong on Facebook and is probably the best thing to happen to the internet since Maru Cat. We decided it was high time to form an allegiance so Fresh Step litter posted to his wall a special edition of our product called Colonel Meow’s World Domination Litter. This offering pleased the Colonel so much, he made this his profile picture and it is still one of his most liked profile pictures ever. • Fan Photos – Paws for a second and imagine your kitty becoming an overnight celebrity. For a lot of fans, that dream became a reality. Without us even asking, fans will come to our page regularly to share photos of their kitties on our wall. We decided it was only fair to share them back to the community in the form of themed albums. For example, this December we asked our community to share photos of their cats getting into the holiday spirit. When the litter dust settled, we received over 400 submissions of cats in hiding in Christmas trees or wearing yarmulkes. • Handy Cat Naming Guide – Paging Doctor Snuggly Von Litter. The idea was simple: we created a sharable cat-naming guide so people could generate their own purrfect cat name. Our single photo was shared over 10k times and has since passed the 40k comment threshold.
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