Case study: An Influencer Marketing Success Story.

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For cat parents who demand the best for their furry friends, World’s Best Cat Litter delivers. The Iowa-based company’s kitty litter is made from sustainable corn with no added chemicals, making it pet, people, and planet friendly. It’s 99% dust-free, flushable, and is excellent at controlling odors. The unique positioning of WBCL has landed it on shelves in big box stores as well as independent retailers.

To help spread their marketing message, expand their reach, and raise brand awareness amongst their target market of discerning cat parents, World’s Best Cat Litter has partnered with Kristen Levine Pet Living for the past four years. What began as recurrent guest posts on the WBCL blog has evolved into a thriving influencer marketing partnership. Using a variety of mediums, programs, and services, Kristen has connected the company with an enthusiastic audience of devoted, caring, concerned cat moms and dads.

“Kristen is a credible, authentic influencer who has deep insight into the minds of pet owners,” says Jean Broders, Senior Brand Manager of World’s Best Cat Litter. “She understands our need for ROI and works with us to come up with new, exciting and effective ways to help us connect with cat parents.”

A Natural Partnership

For Kristen, the partnership comes naturally. “I personally use and love World’s Best Cat Litter with my own kitties, Olivia and Turdie,” she says. “So it’s easy and fun for me to be able to tell my audience about a product I truly believe in.”

Kristen’s lifelong passion and advocacy for pet rescue also blends seamlessly with WBCL’s devotion to helping animal shelters. Through their innovative GiveLitter™ program, they are empowering cat-loving fans everywhere to help donate free litter to the hardworking shelters that need it most. In the last six years, with the public’s help, they have donated more than half a million pounds of free cat litter to animal shelters across the country.

Profitable Promotion

In June of 2016, the Kristen Levine Pet Living site leveraged a giveaway to promote both the company’s product and its GiveLitter™ program. Pairing World’s Best Cat Litter with another of her partners, Litter Robot, Kristen gave her audience the chance to win a 6-month supply of litter and a Litter Robot Open Air litter box.

The giveaway was strategically promoted in June, Adopt-a-Cat Month, to encourage the KLPL audience to “think adoption first” and to call attention to the GiveLitter™ program. WBCL’s new online game, Purrrsuit, was promoted and readers were encouraged to nominate a shelter to receive free litter, download the app, and play the game to donate litter.

The promotion and giveaway resulted in more than 700 new leads for World’s Best Cat Litter and had a reach of almost 30,000. An associated Facebook Live video generated over 500 views.

Looking forward, Kristen is working on more ways to increase WBCL’s recognition and visibility amongst her audience utilizing a variety of platforms, including broadcast opportunities, live video, social media, and more.

“Kristen understands our needs and knows exactly how to marry them with her expertise and capabilities,” says Broders. “She comes up with high value, innovative ideas and offers us creative solutions. We love working with Kristen and highly recommend her to others who are looking to build their brand, their sales and their audience!”