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From the 6th Annual Shorty Awards

Tidy Cats: Kitten Week

Entered in Real-Time Response

About this entry

Tidy Cats is always on with the internet. After all, we make products for cats and embracing the internet and its love for cats is what we do. Part of our strategy in doing that is to capitalize on pop culture as a whole but also internet memes and topics that resonate. With Discovery Channel’s Shark Week, we saw an opportunity to parody something terrifying and ferocious with the most harmless, sweet, adorable creature on earth – The Kitten. And consumers loved it.We created a social content campaign across Twitter, Facebook, and YouTube, embracing and even mocking the Shark Week content directly. It was a smashing success and you can count on seeing the Kittens return with a vengeance in 2014.

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