Sheba takes to the catwalk in Singapore

Sheba, the premium wet cat food brand is launching in Singapore using an online campaign with a difference. Pet owners are being invited to create a Facebook brand page for their cat where they can post regular photos and comments.

BBDO Proximity Singapore has created a Facebook application, called Sheba Catwalk, the world’s first online cat show for cats only. The aim is create a fun online community where cat owners can engage and share with each other, raising awareness of Sheba in a competitive market dominated by well-established brands.

In order to drive both trial and advocacy, the Facebook site features weekly competitions to build buzz and excitement, and there are tabs to request samples of the food.

Sheba has teamed up with Singapore’s Cat Welfare Society who are conducting a number of activities in parallel with this online campaign and are encouraging their Facebook fans to participate in Catwalk.

Joe Braithwaite, Client Services Director for BBDO Singapore said, “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”.