Petfood company Sheba has launched a new online campaign to encourage pet owners in Singapore to purchase its premium wet cat food brand.

The petfood company appointed BBDO Proximity Singapore to create a social media campaign that focused on developing an online community of cat owners who can endorse and raise awareness about Sheba's products.

As a part of the social media strategy, BBDO Proximity Singapore created a Facebook application, called Sheba Catwalk, which features an online cat show for cats. Pet owners are also invited to create a Facebook brand page for their cat to post photos and comments. Pet owners can also request petfood samples on the Facebook page and post their reviews.