As the fourth film to be released, the latest instalment promises to be as cute and adorable as it is funny and entertaining. Visiting from le collège des chiots, our French bulldog puppy can be seen enjoying the opportunity to experience life at Kitten Kollege socialising with kitten students.
Also available on Whiskas Facebook, its website and its partner College Humour’s site – the video aims to show pet owners how important it is for their new kittens to mix with others from different backgrounds.
Kitten Kollege is an innovative campaign for Whiskas, created by AMV BBDO in a unique collaboration with Google and Mediacom. The YouTube channel hosts creative content designed for mobile with the aim of entertaining and educating current and prospective kitten owners. The content has been developed with College Humour – experts in online comedy who managed the production and post-production.
Anthony Dean, Cat Portfolio Manager at Mars Petcare commented: “So far, Kitten Kollege has been really popular, largely due to the creative talents of our partners at AMV BBDO, College Humor, Google and MediaCom. At Whiskas we know a lot about cats of all sizes and are really determined to share that knowledge to the benefit of pets and their owners. And Kitten Kollege allows us to do this in the cutest possible way!”
Since the channel launched in October 2015, Kitten Kollege content has delivered over 21 million views. Across such metrics as average view duration, click- and view-through-rates, engagement rates have exceeded all industry standards. The campaign was recently voted as the UK’s top ad by BrainJuicer – as part of its global FeelMore50 rankings of the ads that helped build ‘Fame, Feeling and Fluency’ for the world’s top brands.
Kitten Kollege continues to represent a pioneering project for Whiskas in a number of ways. The digital-led campaign is a result of a new approach in the brand’s communication strategy, which is beginning to focus on mobile as a way of connecting with consumers. Working with AMV BBDO, Google and Mediacom – as well as College Humour – has resulted in content that is funny and entertaining, showcasing Whiskas’ recognition of changing consumer media habits, especially online and on mobile.