Lightweight Litter

Cat’s Pride
Influencer-led Integrated Campaign

Cat’s Pride is a litter company committed to improving cats' lives – all nine of them. So when they came to us for an awareness campaign promoting their Lightweight products designed with the 55+ audience in mind, we thought outside of the litter box.

Our research found that 55+ cat owners are actively scrolling on social media, consuming endless amounts of cat content and following influencers based on their peak interests — like home, wellness, and BOOM, pet care.

So we thought…

What if we leveraged influencer-created content across all channels to reach a surprisingly social-fluent audience?

An influencer campaign for Boomers?
That’s right…. cat’s out of the bag.

Leveraging a content-creator-first approach, we created a full suite of integrated, digital assets that were used across connected TV, social media, digital display, podcasts, and streaming audio. We partnered with five different influencers, allowing us to reach distinct audiences with relevant content.