Pet Care | Case Study

How ARM & HAMMER™ Cat Litter Disrupts Its Competitors With the Help of the Kitty Krew Community

ARM & HAMMER™ Cat Litter aimed to build loyalty among happy customers while activating advocacy and capturing key insights about their consumers.

The Bottomline

When analyzed across all other marketing channels, ARM & HAMMER Cat Litter’s Kitty Krew Community has become the home for the brand’s highest Customer Lifetime Value consumers.

Scroll to see how ARM & HAMMER™ Cat Litter drove these impressive results.

68,000 +

Community Members

13 X

Greater Customer Lifetime Value Than Other Channels

+ 275 %

Increase in Loyalty Points Earned

5,300 +

Reviews Generated

68 %

Net Promoter Score

Here is what they say…

“We have a community where we can talk to people all the time and we want them to spread their love for ARM & HAMMER Cat Litter. We can actually disrupt the environment and disrupt our competitors. We have these loyalists that we want to get the message out and to speak on our behalf, and in a more organic way than a brand trying to be the voice. To let our consumers do that for us.”

Shonda Brown, Church & Dwight

Shonda Brown
Senior Associate Brand Manager

A Brand-Owned Home for Customers to Engage 

As a brand-owned asset, the online community serves as a home base for customers to connect with the brand. Here, customers can participate in interactive digital experiences – personalized based on first-party data – including tailored offers, relevant discussions, fun activities, and more.

An Always-On Channel for Rapid Insights 

Trends move fast, especially in a rapidly approaching post-COVID world. Kitty Krew offers the brand access to feedback to inform business decisions, from distribution and supply chain strategy to packaging and creative. 

Drive New Purchase with Authentic Advocacy 

ARM & HAMMER Cat Litter knew how important social proof and referrals were to driving sales. With the Kitty Krew, the brand can mobilize and activate targeted consumers to share their ARM & HAMMER Cat Litter experience through reviews, UGC photos and videos, and much more.

Podcast Interview

Listen to the Happy Marketer Connection podcast interview with Shonda Brown, discussing “Pivoting” and ARM & HAMMER Cat Litter’s Kitty Krew Community.

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