Cats Protection – Here for Every Cat’s Journey

In 2024, cat abandonment rose by over 30%, a heart-breaking correlation with the cost-of living crisis. Cats Protection faced an urgent challenge: raise vital funds to care for abandoned cats while continuing to embed its new brand identity just a year after launch. To achieve this, we created a fully integrated campaign that combined emotive storytelling with high-impact fundraising activation.

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.