We aimed to boost cat adoption and market share by addressing "New Cat Owner Anxiety," as over half of cat owners adopt spontaneously. To support new kitten owners during National Adopt a Cat Month, we launched KittenWise™, a multi-brand program offering solutions and guidance. This included a dedicated microsite for coupons and samples, a sweepstakes for a sample box, a Talk Shop Live video series with TikTok influencer The Kitten Lady.

• 7.4% sales lift.
• Increased our category share by 1.4%.
• Attracted 98% new buyers to the brand.
• Total of 117M impressions (+9% above benchmark).

2024 P2PI OmniShopper Award
2023 InMarket Breakthrough Moment

My role as Art Director focused mainly on the ideation of key art, as well as the oversight of box and insert production.

Kittenwise™ Key Visual