We wanted to launch Temptations All Natural cat treats as a healthy option for cat treaters.

Legally, we weren’t allowed.

So we created a fictitious work out video specifically for cats instead, and backed the video with our product, making the health association is a subtle, yet intrinsic way.

The target is media savvy and technically switched on - hence the popularity of cat videos on the web. So targeting them with this branded music video was the way to go. This approach also helped our limited media budget go a whole lot further.

Our idea was to show cats working out. But like any good work out, we needed a music track, but had no money for one.

So we approached the biggest label in dance music, Ultra Records, whose YouTube channel has amassed over two billion views, and offered to shoot them a music video in exchange for giving us a music track.

And so ‘Work It Kitty!’ was born – the world’s first aerobic work out for cats!

We seamlessly integrated the product within the video, and ensured every media strand directed viewers to workitkitty.com to get the fully branded experience.

Partnering with Ultra Music, the largest dance music record label, was intentional. We knew we had a captive audience who’d spread the video, and get the word out there to a larger audience. Within one week, not only were major influencers like Perez Hilton tweeting out the video to his 6.2 million followers, more importantly, the video was hitting cat blogs everywhere, where our target market spend most of their online time.