From inception, our Kitten Therapy partnership with Purina Tidy Cats was about reaching Purina Tidy Cats’ target audiences and engaging the social community to participate. We and Tidy Cats wanted to share the hilarious and stress-free experience of Kitten Therapy.

Once the video released, we enacted a comprehensive marketing campaign to get the message out. We had a live event on the day of release, which we invited everyone, including influencers, to participate in. The influencers that came to the live event captured video and photos of their experiences and posted recaps on their YouTube channels and photos to their social platforms. Additional influencers promoted the video socially. Lastly, we did mobile Kitten Therapy where we brought Kitten Therapy to offices like Popsugar so they could experience the fun!

This on top of a traditional media, blog, and influencer outreach made Kitten Therapy a huge success.

This tongue-in-cheek approach to helping the most common ailment of all – stress – captured Tidy Cats’ brand voice perfectly. As the leader in the cat litter category, Tidy Cats is committed to providing cat owners with clever solutions to life’s little messes and making sure nothing gets in the way of enjoying your pets, including stress.

The video launched alongside a comprehensive marketing campaign that included a live Kitten Therapy event that hundreds attended, a mobile kitten therapy tour visiting offices, and partnered with influencers to get word out about the activation!

The response to the video and its supporting marketing campaign has been incredible. Kitten Therapy was the #1 trending video on YouTube on the day of release. Since then, the video has amassed over 7.4M views, 317k engagements, and a 98% favorability rating. The content created by participating influencers for the live event has over 1.8M views.