© 2019 REBEL GAIL. ALL RIGHTS RESERVED.

LITTER GENIE

Litter Genie was on a mission to #StopCatLitterSmell. A litter disposal system for cat owners, the brand team sought to reinvigorate the brand. Consumers spend close to $70 Billion on pets but Litter Genie messaging was not resonating with the general cat owner. Rebel Gail set out to establish a need for the product with cat parents.

KEY CHALLENGES:

  • Little-to-no direct consumer communications in years

  • Low household penetration

  • Flat sales

  • Customer confusion about the product benefit and how it works

REBEL GAIL BUILT THE STRATEGY AND EXECUTED A CAMPAIGN THAT INCLUDED:

Key Message Development

Social Media

Consumer Sweepstakes

Event Marketing

Media Outreach

Media Integrations

Original Video Content

Influencer Partnerships

Cause Marketing

RESULTS:

Summary

  • Litter Genie sales have increased over 10% per year

  • Grew Litter Genie database by 28,000

  • Exposed the brand to over 25,000 targeted consumers at cat expos and shows

  • Won a Gold dotCOMM award for the 'Real Cat Lives' video series

 

Social Media

  • 2,135% growth on Instagram

  • 139% Growth on Twittter

  • 5% Growth on Facebook

 

Influencers

  • 98 Influencers sampled

  • 162 blog and social posts

  • Over 4.5 million blog impressions

  • Over 1,200 shares of influencer posts

Media

  • Almost 700 pieces of media coverage

  • Almost 100 million impressions

  • People magazine posted on their Instagram with a following of 16.2K people

  • O Magazine Facebook Live video with over 13K views

  • Cosmo brand coordinator Diana Barnwell shared an Instagram story to her 33K followers

  • 2 of 3 kittens got adopted by editors