Working with BBDO Proximity Singapore, Sheba has launched a Facebook application, Sheba Catwalk, with the aim of creating an online community where cat owners can engage and share with each other.
The objective is to raise awareness in the competitive pet food category, as well as drive trial and advocacy through weekly competitions, and tabs to request samples of the food.
Sheba has teamed up with Singapore’s Cat Welfare Society, which is conducting a number of activities in parallel with the online campaign and is encouraging its Facebook fans to participate in Catwalk. Sheba brand ambassador Eva Longoria (of Desperate Housewives fame) features in the campaign.
“While Facebook doesn’t allow non-human profile pages, encouraging enthusiastic pet owners to create their own brand page is a simple and fun way to drive engagement," said Joe Braithwaite, client services director for BBDO Singapore.
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