open brand summit: mark hillman

CREATING COMMUNITYThe Humanization of a Brand | Resource + Purina Cat Chow

WHERE WE STARTED

THE INSIGHTCat owners are social. They just don’t have a place to gather to tell their stories. Dog owners have dog parks. But there are no cat parks. :)

A DIGITAL CAT PARK

A WAY TO TELL THEIR STORIES

A NEW WEBSITE

ARE YOU A CAT OR DOG PERSON?

THE CRAZY CAT LADY

THE INSIGHTThere’s a stigma around being a cat owner. Assumptions are made. Jokes happen. We needed to do something about this.

PRIDE IN CAT OWNERSHIP

SO MUCH MORE THAN A CTA

#CATPERSON IN TIMES SQUARE

CREATED A CONNECTION

CREATED A CONNECTION

WHEN ALL THE DUST SETTLED• Ranked Ad of the Day by AdWeek and

hailed as a (crazy cat lady) stereotype-dispelling ad by Fast Company

• Total Paid Impressions (TV) = 13MM

• Total Earned Impressions (Social Media) = 20MM

• Top Twitter Trending Words Worldwide: #catperson #wearecatpeople #purina

SO WHAT NEXT?

SHELTER MAKEOVERS

LOYALTY PROGRAM

THANKS FOR LISTENING