Tidy cats
Organic Social
Since 2025, I have been the lead designer on our Adaptive Social pilot for Tidy Cats. We are 1 of 2 brands leading the charge on organic social. Over the past year, we have tripled our engagement, gained over 5K followers, and recently won a Silver STL ADDY award for the Social Media Campaign category.
The Process
While very fun, our organic and adaptive social needs strategic planning to succeed. This process was built by me from the ground up to ensure we’re looking at our organic channels in a wholistic way.
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The original goal of this pilot was to activate on trends. We’d meet weekly and go through current social trends and how to copy them.
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I saw a huge gap. A brand can’t merely post copied content and hope for a following - messaging needed to be unique to the brand and show that social wasn’t a costume, but a place we lived and breathed with our consumer.
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While we still activate on trends, I now make sure the trend is done in a unique, own-able way.
For example, when Taylor Swift and Travis Kelce got engaged, every brand was posting images with the same floral background, and 2 of their products together. I challenged us to think further. How does our brand relate to this? And thus, we developed a venn diagram showing celebrity couples / cat litter and where they meet in the middle: giant rocks
By approaching content in this way, we stay socially relevant while also bringing something new to the conversation
Additionally, I pushed us to look at content more holistically - brands are more than the trends they activate on. We now develop comprehensive content calendars with room for trend activations. This way, we’re not reacting, we are proactively part of the conversation.
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In 2025, we reached a 4% engagement rate (above other CPG brands), and more than doubled our following.
We have also expanded the pilot to further brands and are continuously improving our processes.
