@BACCAMPUS_CAT
Brand: Backy
Role: Art Direction, Campaign Ideation & Execution
Who is Backy?
Backy is a patched tabby who calls BAC College home. Her professional skillsets include napping, snacking, and the aggressive pursuit of head pats. Her presence is regular enough that she earned herself an anonymous fan account called @baccampus_cat.
Problem
Campus love for Backy existed everywhere, but remained private
and invisible.
Insight
Affection doesn't scale until people have a public reason to show it.
Solution
A RM20 offline sticker drop that gave the community something tangible to claim and share.
One Simple Idea with 100% Effort
It was genuinely, a very easy premise. 100 stickers, 5 Backy designs, all sourced from public submissions. I printed them, shot them, and tucked a little "tag us @baccampus_cat!" CTA on the back of each one.
MVP (Most Valued Postings)
Announcing the stickers was only the beginning. The real heavy lifting was the campaign around it. Countdown timers, product photography with the campus star herself, reels, and stories teasing the production before the stickers were officially released.
Give Me the Sequel!
The first 50 were gone within the hour. For the second drop, we set up a small, volunteer-ran booth and RSVP system so fans actually had a shot at getting one. The line ran from lunch until late afternoon.
Results
@Baccampus_cat had a +250% increase in follower growth within two weeks, fully self-funded. Engagement moved from private conversations into visible, shareable content. The stickers were so popular that students and lecturers called for a second drop before Deepavali — and we happily obliged.
We caught wind that later, the campus marketing team asked why they hadn't done it first. Honestly, that might be the best signal that we were onto something good.
