EE in the Wild: Feline Pine

If you have a cat, or have ever strolled down the pet aisle at the grocery store, you probably have seen Feline Peline; the green bags of pine cat litter line the shelves.

When I saw this particular site come onto my radar, I was amused because I’ve been using this cat litter for my cat for a few years. It’s great to see that the site is powered by ExpressionEngine.

The site was built by Concentric Marketing and the redesign was launched in 2007. Jason Clewell, Director of Interactive at Concentric Marketing, was nice enough to share some information about the site. For example, redoing the site in ExpressionEngine helped the site build community and grow.

Since moving to the new design and implementing dynamically generated content, we have moved closer to our goal of generating a community that shares the same concerns as Feline Pine – feline health. Since the redesign the site has seen monthly traffic grow by nearly 600%.

Why was EE chosen for this project?

EE was chosen for its flexibility and rapid development capabilities. Prior to redesign the Feline Pine site was pretty much a static brochure site. When we approached the redesign we really wanted to incorporate more interactive, community based components. Feline Pine is not just a cat litter but a company dedicated to the well being of cats everywhere. EE allowed us to rapidly develop a blog for our in-house veterinarian, Dr. Gaspar; develop forums for our community to ask and answer questions; collect customer reviews to better understand the product; and have some fun with the “Cat of the Month” feature.

What add-ons did you use?

• Freeform – for data collection and customer surveys, particularly on landing pages.
• Discussion Forum
• LG Add Sitename
• Clone Entries
• Edit Tab AJAX
• Live Search
• Textile Editor Helper
• Accessible Captcha
• LG Social Bookmarks
• Image Sizer
• SAEF Calendar
• Eexcerpt
• Widon’t

Thanks to Jason for the information about the Feline Pine site!