Cat World Domination Day
social takeover
We’ve got two problems.
Hill’s is known as a dog brand.
Shelters are flooded with adoptable cats.
Here’s one solution.
Turn a niche holiday — Cat World Domination Day — into a massive cat adoption drive (sponsored by Hill’s of course.)
Phase 1 — Teasers 😼
In the preceding days, we dropped teasers that something was off — a hackers' To-Do list, a vandalized dog post transforming into a PSA on feeding cat treats.
Phase 2 — Takeover 🔪
On June 24, the cats attacked! A hacked dog reel delivered a cat manifesto. We dropped a list of demands, an evil-overlord personality quiz, and most importantly, profiles of adoptable cats looking for new domains to rule.
Phase 3 — Forgiveness 😿
The next day, Hill's Insta was safely returned to the humans. With a not-so-sincere notes app apology, the cats assured the good people of insta that it won’t happen again—wait…they said they won’t “make the same mistakes.”
Impact
our most-liked post ever
+
164%
rise in engagement
45%
higher reach
757
new followers
CD: Scott Drummond
CW: Kelly Elson
CW: Elizabeth Whipple
AD: Abby Walden