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Executive Creative Director Mark Hillman's presentation from the Open Brand Summit.
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CREATING COMMUNITYThe Humanization of a Brand | Resource + Purina Cat Chow
WHERE WE STARTED
THE INSIGHTCat owners are social. They just don’t have a place to gather to tell their stories. Dog owners have dog parks. But there are no cat parks. :)
A DIGITAL CAT PARK
A WAY TO TELL THEIR STORIES
A NEW WEBSITE
ARE YOU A CAT OR DOG PERSON?
THE CRAZY CAT LADY
THE INSIGHTThere’s a stigma around being a cat owner. Assumptions are made. Jokes happen. We needed to do something about this.
PRIDE IN CAT OWNERSHIP
SO MUCH MORE THAN A CTA
#CATPERSON IN TIMES SQUARE
CREATED A CONNECTION
CREATED A CONNECTION
WHEN ALL THE DUST SETTLED• Ranked Ad of the Day by AdWeek and
hailed as a (crazy cat lady) stereotype-dispelling ad by Fast Company
• Total Paid Impressions (TV) = 13MM
• Total Earned Impressions (Social Media) = 20MM
• Top Twitter Trending Words Worldwide: #catperson #wearecatpeople #purina
SO WHAT NEXT?
SHELTER MAKEOVERS
LOYALTY PROGRAM
THANKS FOR LISTENING