Click and Feed - Modernizing Social Media
Sometimes at Elendesign, we come across a project that’s not just about business, but about making a real difference. Click and Feed is exactly that kind of project. This massive Czech nonprofit rescues animals across the EU based on a very simple principle: 1 click = 1 filled bowl. Thanks to a partnership with the Brit brand and a community of people clicking away, over 400,000 bowls are filled every month. Plus, thanks to their online store, where they sell Click and Feed merchandise, they’re
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Sometimes at Elendesign we encounter a project where the results are not just numbers in a report, but mean real help. Click and Feed is exactly such a case. The Czech charity project works on a simple principle: 1 click = 1 filled bowl. Thanks to a partnership with the Brit brand and an active community, it helps fill more than 400 000 bowls for animals in shelters every month.
Additional funds are brought in by the e-shop with Click and Feed merch. The project can thus also support animals in areas affected by war and other crises.
When we won the tender for marketing communication in April 2025, the client was simultaneously preparing a website redesign. It was an ideal opportunity to unify the brand, set a clear strategy, and take the communication to the next level.
Strategy as a solid foundation
We dived into the cooperation fully. Already during May 2025, we created a comprehensive marketing strategy that connected content, performance campaigns, e-mailing, and community management.
- Publishing calendars: we set up a regularity and a clear order of communication on social media.
- Content pillars: we defined topics that entertain the community and at the same time motivate them to help.
- PPC campaigns and newsletters: we prepared templates and campaigns focused on traffic, community engagement, and merch sales.
- Community building: we planned competitions, shared shelter stories, and raised awareness about animals that need help.
Data-driven decision making
To know what works and where to focus our energy, we connected important channels into a clear report in Google Looker Studio. In one place, we monitored:
- organic reach and results from Facebook and Instagram,
- performance of campaigns in Meta Ads and Google Ads,
- traffic and user behavior via Google Analytics,
- organic search results in Google Search Console,
- orders and e-shop turnover.
Every month we handed over a report to the client, in which we compared marketing activities with the real results of the website and e-shop. Thanks to this, it was possible to evaluate campaigns faster and adjust further steps.
Goals and results
Together we set three main goals: to increase the performance of the e-shop, expand the community, and keep marketing efficient even with a limited budget.
E-shop performance
The goal was to at least triple the turnover from merch sales by the end of the year so that the project would have more funds for operation and helping animals. The summary report for 2025 showed a turnover of 639 209.70 CZK, a total of 685 orders, and a margin of 346 442.41 CZK.
Development of orders, turnover, and margin of the e-shop in 2025.
Community growth
On Instagram, we exceeded the set target of 7 800 followers. During the monitored period, Facebook moved from approximately 48.5 to 49.3 thousand followers and significantly approached the goal of 50 000 fans.
Community development on Facebook and Instagram.
Efficient work with the budget
Complete management and paid promotion were supposed to fit into a budget of 15 000 CZK per month. The report for 2025 records total marketing costs of 79 625.90 CZK, of which 7 800.90 CZK were for promotion and 71 825 CZK for creation. Monthly costs remained below the set limit.
Marketing costs compared to turnover development.
A new visual face for Click and Feed
We also took charge of the visual form of communication. The goal was to create a modern, playful, and easily recognizable style that would work across all channels.
- Content for social media: we created templates for regular columns, monthly results, shelter stories, and news. Dynamic Reels and other videos also became part of the communication.
- Email marketing: we designed a new look for email templates. The daily reminder to fill a bowl was aimed at tens of thousands of people, so the visual had to be clean, clear, and functional.
- Graphic manual: we unified rules, colors, and visual elements into a clear manual so that the brand remains consistent in the future.
From pixels to fabric
The cooperation did not stay only in the digital world. We were trusted to also design products for the Click and Feed e-shop.
Canvas bags: we designed and implemented the design of bags that became bestsellers of the e-shop.
Cap collection: we prepared a creative design and a complete product photoshoot of the new collection.
The result of the cooperation
The cooperation culminated in a large Christmas campaign, an Advent series, and the introduction of special Christmas products. It was an intense year full of work, new ideas, and stories that had a real impact.
After the main season ended, we passed the marketing agenda on. We left behind a comprehensive strategy, regular communication, clear reporting, a new visual system, and merch that helped finance a good cause.
Seeing how the project grew under our hands and helped thousands of animals was a huge joy for us. And the most satisfied one was our "third colleague" Chester, who helped us greatly not only by testing the dog mood in the office.
Martina, Matěj, thank you for your trust. We wish you and all the shelters thousands of more filled bowls.