Sydney Dogs and Cats Home direct mail case study

This Australian animal shelter needed to raise awareness of its name change from Sydney Dogs Home to Sydney Dogs and Cats Home. To do this, it sent a mailing trimmed with fake cat fur to 35 leading media figures, hoping they would disseminate the information through word of mouth.

M&C Saatchi made great use of the fact that stroking fur is extremely addictive; the message was that while it feels great to stroke the fake fur in the mailing, it’s a lot better when it’s a real, live cat.

Within the first week of the mailing, five media outlets confirmed that they would run articles on the name change, leading to a ROI of 316%.