Case study: Purina- “Hard to be a Cat at Christmas”


Purina, a pet food brand has been running the campaign that encourages charity support for shelter cats across the US. It uses the 5 cat “celebrities”: Grumpy cat, Colenel Meow, Oskar the Blind Cat, Nalata Cat and Hamilton the Hipster Cat, who appear in an MV promoting the cause of wet food for cats.

There are 2 microsites supporting this campaign, which are : and

Let’s watch the music video:

And these bonus cute clips of our 5 stars, with each cat a unique personality.

This campaign shareability would include the interesting story and character it supports behind. As we can see, the campaign core is just a fundraising campaign of Purina to shelter cat organizations. But after adding the story-telling element, it is much more appealing to pet lovers. So now, when it comes to pet advertising, pet celebs are able to bring the same interest effect as human celebs do. All thanks to the Internet and the online social network.



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