PAID SOCIAL VIDEOS (INSTAGRAM & TIKTOK)
Paid social statics
From our video content, we pulled a variety of stills (so much #content!) to use as paid static ads on Instagram.
WHEN THEY WANT A SQUEEZE UP, YOU’LL KNOW.
Do you own a cat? Do you give them Squeeze Up treats? If you don’t they probably hate you. I’m sorry to break the news.
Our objective for the campaign was to grow market share for Squeeze Up treats, making it the “Kleenex” of the wet tube cat treat category. My partner Lexi and I sold in the “When they want a Squeeze Up, You’ll Know” idea.
We tapped into ownable moments all cat parents can relate to, then brought those scenarios to life through UGC-style content that feels true to consumer’s personal feeds.
So, we worked with real cat owners and their talented cats, sent them drop kits to film themselves, and generated what truly authentic, your-friend-who-posts-cat-videos content (tricking everyone into watching our ads! Next stop, world domination! Mwahaha).
This campaign is rolling out in two phases: Phase 1 being this social. Stay tuned for Phase 2, where we’ll see some fun scenarios adapted for TV!
Creative & PRODUCTION Team:
CCO: Chuck McBride
CD: Amy Su
Senior Writer: Taylor Smith (me, hi)
Senior Art: Lexi Lanzi
Producer: Doug Stivers
Production Company: London Alley
Directors: Tusk
Executive Producer: Michael Lerios
Editor: Chloe Scrushy
Post Production Supervisor: Iván Ovalle
