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SoulPancake | KITTEN THERAPY
16267
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KITTEN THERAPY

Partner:
Purina’s Tidy Cats

Type of Poject:
Brand sponsorship of one episode of SoulPancake’s “Street Team” series

Goal:
To create a ‘viral video’ that builds affinity for Tidy Cats brand among “Cat-panions” (women, ages 18-34)

The Results:
8.2M views
42% of views were from “Cat-panion” target audience (women, ages 18-34)
Comprehensive marketing campaign with live “kitten therapy” event, mobile “kitten therapy” tour, and native influencer alliances with Michelle Phan, Ellen, Glozell, Sophia Amoruso, Mediocrefilms, ClevverTV, Hank Green, Refinery29, and more