Royal Canin - Digital Campaign

Client

Royal Canin is a leading brand of premium pet food for cats and dogs that has been creating balanced nutrition for over 50 years, taking into account the needs of pets and their owners.

Royal Canin aimed to enhance the recognition of its cat and kitten food line among the Ukrainian audience, focusing on the benefits of premium nutrition for pets’ health.

At the start of the campaign, Royal Canin already had a stable customer base among cat owners. However, the growing competition in the pet food market required strengthening the brand’s position through active digital communication.

The main goal of the campaign was to communicate the key benefits of Royal Canin cat and kitten food, particularly its balanced composition developed by veterinarians and nutritionists.

Background

Task

Increase the recall of advertising materials among cat owners.
Boost demand.

The challenge of communicating the differentiation of premium pet food in a market where many consumers focus primarily on price.
The need to find a way to capture the attention of a visually overloaded audience on YouTube, Instagram, and Facebook.

Challenge

Solution

UAMASTER ran a campaign focused on emotional video ads that demonstrate care for cats’ health through proper nutrition.

YouTube Ads: Used TrueView for Action and Bumper Ads formats to grab attention and encourage users to seek additional information about the food.
Instagram and Facebook Ads: Display and video ads were used.
A/B Testing: Tested different ad scenarios both for CTR/CPC and through Brand Lift.
Google & Meta Brand Lift: Conducted research to evaluate the effectiveness of the campaigns using the Ad Recall metric.

The use of short video clips to instantly capture attention on social media and YouTube.
Optimization of advertising campaigns based on testing results and audience analytics.
Increasing product awareness through brand integration into the everyday context of cat owners.

Focus

Results

As a result of the campaign, significant successes were achieved:

+51.4% increase in ad recall (Ad Recall).
+117.8% increase in branded search queries on Google.
3 million+ reach of the active target audience.

+51,4%

Ad Recall

+117,8%

Brand Search Volume

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