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Special Project NEW!
From the 6th Annual Shorty Awards

Tidy Cats

Entered in Consumer Brand

About this entry

How do you get consumers to want to talk about cat litter? Cut down on the couponing and give the brand a distinctive and memorable personality. Seizing the opportunity to bring some unexpected playfulness to the kitty litter category, we created the third-person "Tidy" voice to bring humor to the category. An Innovationist named Hans to build excitement about all the new innovations that have been introduced to the product line. And the dudes of Dude Perfect to attract a new audience to the awesome that it Tidy. Since its debut, the brand's engagement numbers have surged across all social media channels Day-in-day-out, the third-person “Tidy" voice has beeb layered into hundreds of clever Facebook posts and cat memes. Our unique voice is also evident on Twitter where we interact with fans and influencers alike. And our YouTube videos continue to rack up views. Throughout the year, we also crafted tent-pole social campaigns like, “Kitten Week" (a spoof of the pop cultural phenomenon Shark Week) and even hijacked the Emmys with cats in formal wear and litter giveaways in support of the biggest product launch in the history of the brand. Now people are liking, tweeting and sharing Tidy Cats-related content by the tens of thousands, translating into a massive increase in viral reach on Facebook and impressive spike in Twitter followers.

Why does this entry deserve to win?

Additional Information: YouTube / Hans: YouTube / Dude Perfect: Facebook / Tidy Cats: Twitter / Tidy Cats: Kitten Week: Emmys:


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