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Our global portfolio of over 2,000 videos and 4.7B views across their 20 distribution partners have provided a wealth of data used to build custom audiences that adore their pets. Dear Kitten was released to our audiences via distribution partners including YouTube, Facebook and Twitter. We then supplemented custom audiences with its sophisticated paid social discovery capabilities to reach the target, millennial cat owners. To complement this distribution strategy, Friskies also activated the franchise videos across owned platforms.

The “Dear Kitten” franchise confirms that cat content still rules the Internet. The total number of video views across all platforms was over 55 million, and the videos had 99 perfect audience favorability. The series of seven videos generated more than 400 pieces of press by outlets including The Wall Street Journal, USA Today, CNN, CNBC, Adweek, AdAge, Digiday, Mashable, The Washington Post and Business Insider among others. Most importantly, the “Dear Kitten” franchise drove a 58 percent increase in purchase intent