Hill’s Science Diet Crazy for Cats Integrated Campaign

With over 50% of millennials owning a cat, Hill's Science Diet wanted to increase brand relevance with the millennial cat parent.

Goal: Create an integrated marketing campaign that allows the brand to participate in the changing perception of cat owners and create an emotional connection with the brand.  

Results: Secured partnership with top national retailer, in-person engagement with over 15k cat enthusiasts, extended reach through social amplification and found forever homes for over 100 adoptable cats. 


Social amplification + retailer partnership

At some point, there comes a time when you've got to tell the world, "I'm a cat person." Hill's Science Diet created a social campaign asking cat owners to share why they're crazy for cats for a chance to win a trip to CatCon + year supply of Hill's Science Diet. The campaign was extended through in-store merchandising displays at a top national retailer. 

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participated in catcon

Engaged with over 15k cat enthusiasts at CatCon through entertaining prizes, activations, social amplification and finding forever homes for over 100 adoptable cats - a cause that's close to the hearts of both cat owners and Hill's. 

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Extended brand reach 

Leveraged the live audience at the CatCon event and insta-worthy opportunities to extend brand reach through attendee’s social network.