WHISKAS®: Purrcast Unplugged – A new engagement programme for kitten owners
WHISKAS® partnered with SWC to launch their kitten club, Purrcast Unplugged, an educational and entertaining eCRM programme designed to support kitten owners on the roller coaster of pet parenthood. Our role was to create a regular flow of promotional communications to be there for customers from the moment they welcome their kitten home, through their formative first few months, and ultimately to retain them as loyal WHISKAS® customers into their cat’s senior years, and throughout all of their nine lives.
The challenge
We were asked to create a new look and feel from scratch, aligned with the WHISKAS® brand, whilst distinct from existing always-on activity.
Part of our remit was also to develop a kitten-specific tone of voice, and naming for the new community, plus design a dedicated eCRM template exclusively for the Purrcast Unplugged programme.
Design a dedicated eCRM template
Build an adaptable design that works consistently and natively across three local markets: UK, France and Germany.
Design a new logo lock-up, a dynamic progress bar tracking the kitten’s age, and a full kitten-oriented visual design system.
Our solution
We developed a programme spanning the first ten months of a kitten’s life, with emails triggered by the kitten’s age at entry.
The UK, France and Germany were the first three markets off the blocks, in 2025, with 15 lifecycle emails per market. Each market required distinct, culturally relevant narratives, rather than directly translated versions, to land and connect with local audiences.
In total, we produced 45 final designs and asset sets for building in client’s Salesforce Marketing Cloud.
Staying on brand is paramount for effective international multimedia campaigns. To ensure brand consistency, we created a Purrcast Unplugged style guide to support the WHISKAS® global brand team, showcasing how to use the Purrcast Unplugged design and copy elements to create new assets for the community programme.
English language base copy
Transcreations for European markets, localised with a tailored tone of voice and cultural references.
Design adaptations across markets, maintaining a consistent visual framework.
Campaign style guide
The results
The Purrcast Unplugged programme established a heartwarming and engaging lifecycle journey that resonates with its target audiences, connecting at every key developmental moment of kittenhood. By combining dynamic, age-based triggers with consistent visual cues and local market-specific storytelling, the programme has strengthened early-stage brand engagement, improved brand consistency across markets, and positioned WHISKAS® as a trusted partner for pet parents, for life.
The initial results from the programme have exceeded all expectations, and we’re thrilled to be working on a new European territory – to be launched in 2026. Let the kitten takeover commence…
What Our Client says
"The team is very hands-on with every project and develops best-in-class content. They fully dive into our brands to understand their uniqueness and help them go further. Fast turnaround time with top quality."