Intro
The campaign was based on an integrated advertising approach, combining television advertising with digital channels to achieve maximum reach and engagement of the target audience. The media mix included:
- TV advertising on national and PAY TV channels
- Google advertising (Display and video formats)
- YouTube video campaign
- Social media advertising (Meta – Facebook and Instagram)
Video materials of 15 and 30 seconds were used for the TV and YouTube campaigns, while digital campaigns included a combination of video and visual ads.
One of the key goals of the digital part of the campaign was to direct users to distributor landing pages. In Croatia and Serbia, users were redirected to subpages of the Pet Center website, while for the Slovenian market, the Premiumpet.si landing page was used.
Brief
The Brit Cats Antistress – Calm Mind, Healthy Cat campaign focused on raising awareness about stress in indoor cats and the importance of proper nutrition in maintaining their mental and physical health. Indoor cats are often exposed to stress caused by changes in their daily environment, such as the arrival of a new household member, moving, or changes in space or routine.
Such changes can negatively affect a cat’s nervous and cardiovascular systems, which is why proper nutrition that supports emotional balance is essential. A key component of the product is lemon balm – a natural ingredient known for its calming effect, which helps stabilize heart function and reduce stress levels.
Highlights
Brand strategy
The campaign’s visual identity was carefully researched and tailored to the target audience profile. Image and video ads across META and Google platforms reflected the warmth and emotion of the Christmas season, while offering concrete and inspiring ideas on how to create the perfect festive atmosphere.
Results
The digital part of the campaign achieved strong results through Google Ads and Meta advertising across all three markets.
Google campaigns
Meta campaigns (Facebook and Instagram)
đź‡đź‡· Croatia
Google campaigns
Meta campaigns (Facebook and Instagram)
🇷🇸 Serbia
Google campaigns
Meta campaigns (Facebook and Instagram)
🇸🇮 Slovenia
Google campaigns
Meta campaigns (Facebook and Instagram)
TV Advertising
đź‡đź‡· Croatia
The TV campaign in Croatia ran from October 1 to November 1, 2025, with a total of 1,937 spots aired. 20- and 30-second spots were broadcast on national and specialized channels: RTL, RTL2, RTL Kockica, and Star Channels.
🇷🇸 Srbija
The TV campaign in Serbia ran from October 1 to October 31, 2025. 20- and 30-second spots were broadcast on popular cable channels relevant to the target audience of cat owners, including CAS, Superstar TV, and Disney channels.
Conclusion
The main objective of the campaign was to increase brand awareness and product visibility, which was achieved through an integrated communication approach, clearly defined messages, and creative solutions tailored to the target audience.
During the campaign period, digital channels achieved exceptional reach:
- Over 71 million impressions and more than 1 million clicks through Google campaigns
- Over 21 million impressions on social media
Campaign performance analysis provided valuable insights into user behavior and the effectiveness of different ad formats, particularly in Google Display and video campaigns. These insights serve as a strong foundation for optimizing future digital campaigns and further strengthening the brand’s presence in regional markets.
