
Here for Every Cat’s Journey
Cats Protection, John Ayling & Associates and 11London
The approach was structured into three key phases:
1) Motivate Support – A powerful AV campaign introduced Alfie, an abandoned cat, bringing audiences into his world to create deep emotional engagement.
2) Trigger Donations – Urgent, direct-response ads encouraged immediate action across TV, social, and digital channels.
3) Make Giving Easy – Seamless donation journeys, PPC, and CRO maximised conversions.
The impact was exceptional. £1.2 million raised so far, exceeding the £600k target— while regular donor share grew by 77%, securing sustainable long-term income. Campaign awareness hit 47% (vs. a 39% target), outperforming a major competitor campaign. The campaign reached 42.3 million adults, with high-profile coverage in BBC News, Sky News, The Guardian, and more.