Putting black cats in the spotlight

Cats Protection


Strategic Support, Marketing

National Black Cat Day is one of Cat’s Protection’s key annual events. Typically, black cats take longer to home than other colours, and make up a large number of cats coming into Cats Protection’s care. In 2017 alone, black cats took 13% longer to rehome than cats of any other colour. The aim of the National Black Cat Day campaign was to encourage people to consider the adoption of black cats, increase the number of black cats homed and raise funds for the charity.

Our Approach

Bozboz launched a cross channel campaign to debunk our superstitious preconceptions and reposition black cats as enigmatic, alluring and suave. Think a little less Bewitched and a little more Bond. Part of that campaign was a competition that went in search of the Black Cat Superhero. Our audience were prompted to post photos of their dark furred defenders in heroic form, alongside a short caption sharing what makes their pet extraordinary.

To support the competition, Bozboz created a video to push the campaign narrative, and create an emotional connection to our audience. A highly targeted social media campaign would ensure that our short film got in front of just the right people.

The Results

- 3,088 entries to the competition
- 362,001 Facebook impressions
- 200,386 reach on Facebook
- 59,503 Facebook engagements
- Video views over 30 seconds: 68,404

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