World’s Best Cat Litter^™

World’s Best Cat Litter™ has been using Tiny Bully to drive growth for more than 10 years. We repositioned the brand, redesigned packaging, grew a huge social following and helped it become the #1 selling natural litter in the United States. But the best never settle.

The brand—which makes high-performance corn-based litters—tasked Tiny Bully with building a smarter and more differentiated national campaign that would help the brand further challenge category giants like Purina and Arm & Hammer. It needed to get eyeballs and convert an audience being courted by brands with big brand blocks and bigger advertising budgets. It needed to hit hard and spend every dollar wisely. We partnered with the brand to do extensive consumer research, develop a new key consumer insight and hit it dead on in urging the audience to not settle for the status quo.

Tiny Bully built brand creative that helped define “the best” through the words of cat lovers and tapped into their existing propensity for safe products that work. We produced a television spot, an arsenal of digital ad assets and a ton of user-generated content that drove home why real cat lovers—not marketers—think the brand lives up to its “best” moniker.

It was deployed via a re-engineered media buy that used Over-the-Top(OTT), Connected TV and Programmatic Digital to target and reach only cat owners with the highest likelihood of purchasing the brand. It worked. Brand sales grew and after only a few months in market, brand awareness experienced double-digit growth. Meow… that’s a happy client.

PARTNER:
World’s Best Cat Litter™

SERVICES PROVIDED:
Research
Consumer Insight Development
Campaign Creative
Ad Production
Media Buying Strategy
Deployment