With low awareness for cat treats in Australia, Felix needed to get product samples into the right consumers' hands to generate word-of-mouth and drive category growth.
A Home Tester Club sampling program, with 2500 testers receiving enough product to test Felix themselves, as well as share with friends to do the same. The program deliverables included an overall product rating, 2000 written reviews, and user-generated photo and video uploads.
The results poured in and spoke for themselves - Felix has won over cat owners. 4 out of 5 said their cats enjoyed Felix more than their usual treat. 90% said they would recommend it to friends. It scored an 8.4 rating out of 10. And the Home Tester Club program generated more than 2,000 reviews, 60 photo and video uploads and 100 Instagram posts - all with an estimated reach of over 17,000 consumers.