Campaigns

Tidy Cats Breeze

The Unlitter Solution

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Paid Social - Video & Static

The Process

For this campaign, we were asked to help consumers rethink they way they look at the Breeze system. It’s not an automated litter box, there are no batteries, so what is it? Well, it’s not litter at all.

The unlitter solution was born. From this concept, I was tasked with ideating the social-forward vision for the campaign. How would this live on TikTok? Reddit? Meta? Below is how we brought this to life.

Spoiler: it’s in a delightfully unhinged way

This campaign lived in paid social. That meant it needed strategic thinking for a social-first world. It needed to feel native to each respective platform, yet polished. All while also showing users what this product is and how it makes their lives easier.
I knew these assets needed to be education-first. So my copywriter and I came up with concepts that blended information with a social-first format.
We approached this with diversified creative top of mind and strategically kept messaging very platform-specific in their delivery.
From this strategy, we developed 3 videos.
PowerPoint Night. This asset was developed knowing it was going to multiple platforms. Knowing we needed to stay platform agnostic, we took the approach of leveraging a universal social trend: the powerpoint night. What if it was the cat delivering the powerpoint to their human? What if the cat got to be the owner of the laser?
Talking Head. This asset was developed with TikTok at top of mind. We knew the power of the Green Screen effect and testimonials in TikTok. People want to feel connected to the creative - so what better way to do it than hand-selecting a person from the main demographic to deliver this message? We also made sure to include TikTok-forward language in the upfront - “everyone on my for you page…” to really connect to the platform.
Dump the Clumps. Finally, we wanted to lead with the powerful hook of rage-bait. This asset was also planned with TikTok and Instagram at top of mind. By opening with a hand-squished clump of litter, we drew our audience in and gave ourselves extra time to deliver our message. (And taught us to pack extra wet wipes on set)
The PowerPoint video received the bulk of impressions across age ranges for Facebook, Instagram, and Snapchat.
On TikTok, Talking Head led the way. This proved that strategically planning for assets by platform pays off.
Our Reddit creative also delivered positive growth through our brand lift study - although it used a broader array of creative developed specifically for the platform.

Meta / Snap / TikTok / YouTube

Powerpoint Night

Reddit

Dump the Clumps

This was the second Reddit flight for Purina to date - the first being a Petivity flight I worked on a few years prior. The assets below were created with Reddit best practices, language, and messaging very strategically placed.

Talking Head

Static - Meta only

Tidy Cats

Bahama Sunset

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Website Design / Organic Social

The Process

For this campaign, we were asked to launch a new scent of litter - Bahama Sunset. With new bright packaging, we wanted to bring our consumers on an adventure straight to the Baham-ahhhhhs.

For this campaign, I was tasked with developing an animation-first website devoted to our Bahama vacation giveaway tied to the campaign. I was also tasked with leveraging our organic social platforms to promote this product and the giveaway in a social-forward way.

We didn’t want a website, we wanted an experience. How can we make entering this giveaway as immersive as possible? How do we promote it in a unique way without paid social?
I decided the website needed to be more than a button and text. It needed to feel truly immersive.
For promoting, I knew we would have a higher profile viewing due to the campaign flight in-market. Knowing this, I wanted to make sure our content was consistent with the messaging of the campaign, just in a social-first way. That way, if users were looking for additional information, we were ready with answers.
The Website: By leveraging our illustration and making scroll-based animations, the user was transported into our pack for a small moment while entering.
Organic Social: During the time of the Bahama sunset campaign flight, we ensured our organic social was also based around Bahama Sunset and the giveaway. We leveraged current social trends as well as agnostic social-first language to bring this to life.
The website: we had record numbers of entries for a giveaway for the entirity of Purina. The click-throughs on the first day were so high it actually broke the site!
Organic Social: our trend-based post “god forbid” was a top performer among the entire year of organic social.