Mars Petcare Social Media Marketing
Project Overview
For over three years, Orbit provided full-service organic social media content for three major Mars Petcare brands: Whiskas, Cesar, and Misfits. Managing monthly content calendars planned two months in advance, Orbit worked closely with the client to ideate, present, refine, and execute an ongoing mix of engaging content across Facebook and Instagram.
Post types included product-focused content, pet care tips, light-hearted memes, and seasonal lifestyle visuals—always tailored to the tone of each brand. Whiskas made up the largest portion of the work, with 10–12 posts per month, while Cesar and Misfits ranged between 4–8 each.
This is a textbook example of the SocialLift service tier in action: Orbit acting as your dedicated social partner—creating compelling, platform-native content that builds brand presence, strengthens community connection, and evolves strategically over time.
Project Details
Client: Mars Petcare
Brands: Whiskas, Cesar, Misfits
Dates: 2015 — 2019
Tactics: Social Media, Content Calendar/Planning, Video Art Direction
Design Highlight: Whiskas—Clever, Consistent & Cat-Centric
A curated selection of Whiskas posts demonstrates Orbit’s multi-pronged content strategy—balancing fun lifestyle posts, brand-forward promotions, and informational pieces offering tips and pet care insights. Over time, the visual style remained consistent yet flexible, adapting to trends and seasonal moments (like matching the Facebook cover image to themed campaigns).
Includes: Whiskas post gallery, featuring lifestyle, product, and tip-focused content + seasonal cover image
Design Highlight: Three Brands, Three Tones
Each brand had its own distinct voice and look—Orbit ensured that tone carried through every post. Cesar leaned soft, clean, and refined to appeal to small dog owners, while Misfits brought the bold: meme-driven, quirky, and unapologetically irreverent. Each brand’s visual identity was carefully maintained, even across evolving content types.
Includes: 3 Cesar posts (elegant, breed-focused), 3 Misfits posts (meme-style, playful promos)
Design Highlight: Whiskas Video Art Direction
As budgets expanded, Orbit helped guide Whiskas into the world of short-form video. A seasonal highlight was “’Twas the Night Before Catmas,” a whimsical animated holiday storybook Orbit concepted and art directed—complete with voice talent, custom illustrations, and boosted placement to drive engagement.
The campaign was supported by a series of 6-second, product-forward lifestyle videos—quick, punchy, and aligned with Whiskas’ growing focus on RTBs (reasons to believe). While Orbit didn’t produce video in-house, our creative direction and storyboarding led each asset from brief to final cut.
Includes: Holiday video sample + 3 short Whiskas product videos
Business Impact
Across three distinct brands, Orbit helped Mars Petcare maintain an always-on social presence that resonated with pet lovers. Our long-term collaboration built trust with the client team, allowing for strategic growth into new formats like video, and ensuring the brand voices stayed fresh and consistent month after month.
It’s the kind of embedded, responsive social partnership that SocialLift was built for—evolving brand storytelling that delivers connection, consistency, and content that works.