To help an all-natural cat litter to make some noise in a cluttered market, we created two dreamy characters that would make cat lovers swoon. We targeted sWheat Scoop's® millennial audience with a handsome wheat farmer and his best pal, Mittens the kitten, and made these two the center of sWheat Scoop's launch of premium+, the newest addition to its line of cat litter.
A series of YouTube pre-roll videos shared on Facebook, Instagram and Mashable had us right in the center of our cat-loving millennials' digital path. By increasing engagement with paid social ads, we were able to exceed one million impressions in the first month of the launch of premium+. Continued efforts across multiple mediums proved that this dreamy wheat farmer and Mittens the kitten were just what these cat lovers were craving.