SHINee, a pop group from Korea, released a song with the aim of penetrating the Japanese market. Unfortunately for SHINee, Japanese consumers were little inclined to listen to songs by foreign musicians they'd neither seen nor heard of. The problem was to find a way of attracting interest in the K-pop group's music.

We uploaded the cats-only music video to YouTube. Soon other YouTubers were uploading videos of Japan's most famous cats trying the video for the first time, while SHINee posted videos of live cat performances. The buzz spread like brushfire, not only across Japan but around the world, prompting hordes of users and media outlets everywhere to watch and play the video. On iTunes, the video became the first ever to begin sales as a "cats-only music video."