Key Takeaways:
- WHISKAS' "Cat Conversion System" shows how firsthand experiences can shift consumer perceptions and drive adoption.
- Targeting skeptics, rather than existing fans, can unlock new customer segments and long-term loyalty.
- Leveraging behavioral data and strategic messaging helps businesses convert hesitant consumers into engaged advocates.
What if your biggest skeptics could become your most loyal customers?
WHISKAS, a global leader in feline care, is proving that even the most resistant consumers can be won over — if you let them experience the product firsthand.
Its latest campaign, "The Cat Conversion System," is a bold, data-driven initiative designed to turn self-proclaimed haters into lifelong feline lovers.
@whiskas_official Yes, the cat's about to be out the bag 😉 We found cat haters, and helped them adopt cats from Australian shelters overflowing with kitties who just need a lil' love 🥰 Stay tuned to see what happens 😼 #TheCatConversionSystem
♬ original sound - Whiskas Official
Partnering with creative agency AMV BBDO, WHISKAS is using smart targeting, behavioral insights, and real-world experiences to challenge biases through hands-on experience.
Pet Rescue's research uncovered a surprising gap: 15% of Australians say they dislike cats, yet 74% of them have never actually lived with one.
At the same time, 91% of Australians agree that cats deserve a loving home, but 62% have no plans to adopt in the next year.
With 39,000 cats sitting in shelters, WHISKAS saw an opportunity to break the cycle.
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The campaign launched with bold billboards declaring "Cat Haters Wanted," sparking curiosity before revealing the real message.
Interested participants were invited to foster a cat for a few weeks, getting a no-pressure chance to see what it’s really like.
WHISKAS also used TikTok’s "dislike algorithm" to target people who skip cat videos, essentially recruiting skeptics through their own behavior.
By documenting these “cat conversions” in real-time on social media, WHISKAS is showing that even the biggest doubters can be won over.
From Hesitant to Hooked
WHISKAS didn’t just ask people to foster — they made sure the experience was smooth and enjoyable.
Working with 9 Lives Project Rescue and Hills Cat Rescue, they matched each participant with the right cat.
To make things even easier, WHISKAS provided a "Cat Conversion Kit" with:
- Discounts on cat food and supplies
- Expert guidance on cat care
- Customer support for new foster families
@whiskas_official Loving that recent cat video? Help a cat hater in your life find the same love.
♬ original sound - Whiskas Official - Whiskas Official
Behind the scenes, EssenceMediacom used data to pinpoint the best prospects: households most open to pet ownership but hesitant about cats.
This level of precision shows just how powerful audience-specific messaging can be in shifting perceptions.
The campaign isn’t just about cats — it’s about how to change minds and build loyalty through smart, experiential marketing.
Previously, creative agency BBDO collaborated with the Sandy Hook Promise to create "The Teddy Bear's Dream," a campaign to raise awareness and inspire action against gun violence.
