Hagen (Digital Marketing)

Accelerating digital marketing growth for Hagen’s cat category, Catit


Founded by Rolf C. Hagen in 1955 and headquartered in Canada (Montreal), Hagen is the world’s largest privately-owned, multi-national pet products manufacturer and distributor.

Hagen operates multiple brands across different pet categories, including Catit – their cat brand selling Direct-to-Consumer (DTC) online across US, Canada, UK, Germany, Spain, and France.

Entropy was brought in to help Catit upskill their teams’ digital knowledge and noticed the opportunity to improve Catit’s digital marketing activities. Catit agreed to have Entropy manage their activity for a “test” period and the partnership has flourished since.


Entropy started running Catit’s digital marketing activities in 2020. Entropy restructured Catit’s campaigns to be more streamlined, analysed historical performance to make optimisations, and identified gaps in their paid search campaigns. The team worked diligently to ramp up activity across digital and saw an immediate growth in revenue attributed to digital within a few months.

Since Entropy started managing Catit’s digital activity, DTC sales have increased by over 300%. A large portion of Catit’s business also comes from in-store (offline) sales and Entropy has created digital strategies, including ecommerce, that complements Catit’s retail strategy offline.

Entropy’s work with Catit includes:

  • Building their media plan and forecasting in line with their profit targets
  • Calculating their ROAS to hit their ROI goals
  • Managing their paid search, social (Meta and Instagram), display, and video activities
  • Conducting A/B testing to optimise and continuously improve performance
  • Consulting on landing page, creatives, and customer journeys
  • Providing advanced forms of measurement outside of Google Analytics


Entropy uses Marketing Mix Modelling (or econometrics) to measure performance across all channels, including above-the-line, to estimate the impact of Catit’s marketing activities. The insights gained from Marketing Mix Modelling (MMM) allows Catit to optimise their marketing mix and promotional tactics to increase ROI and drive incremental revenue.

As digital continues to evolve, Entropy is committed to continuing to deliver profitable volume through digital and help Catit find opportunities in the digital space.


Other projects with Hagen

Read about our ecommerce project with Hagen, where we led a business transformation project to replatform Catit’s ecommerce websites across 6 markets.

Contact us to find out more
“Entropy has worked with my team across media, ecommerce, and econometrics, and has scaled the DTC business by over 300% in that time. Their level of client-side experience and expertise have helped develop our capabilities significantly.”
Adrian Burgess
Managing Director
Hagen Group (UK)

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