Tidy was advised by legal to pause all social paid, product-focused content in December due to a significant amount of negative sentiment based on untrue, user-created rumors. We needed to find a way to promote the portfolio message and not lose the media funds, without overtly pushing product and stoking the negativity. Given the time of year, our insight was that no one can remain negative when kittens and the holiday are involved.
In the spirit of the holidays, we decided to give the Internet the gift it's been waiting for…360 degrees of kittens in a winter wonderland. Using a 360 degree camera, we created Facebook & YouTube videos full of cuteness all wrapped in our portfolio message "For Every Home, Every Cat, There's a Tidy Cats for That" and the fun holiday message, "Good Tidy'ings to you, and all of your kittens".
2 Million video views (between Facebook & YouTube)
9% video view rate (2x Facebook benchmark)
Over 20,000 Likes, Comments & Shares
First 360 video experience for Resource/Ammirati
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