Hill’s Pet Nutrition
Cat World
Domination Day
Ask
Engage cat owners, and do some good along the way.
Hill’s is a brand for dogs. At least, that’s what consumers believe. But that’s not for naught—for years, dog content dominated Hill’s social channels, despite the fact that approximately 42 million American households own cats. To reach and engage with this audience, we created a three-day campaign centered on a little-known holiday called Cat World Domination Day, celebrated every June 24.
PHOTO · VIDEO · SOCIAL MEDIA DESIGN
Approach
Cats rule; dogs drool.
First, we needed a way to make an influx of cat content make sense. And, what cats lack in opposable thumbs, they make up for in mischief and cunning intellect—or so the Internet perceives. From that insight, we crafted a storyline: a group of shelter cats would manage to hack their way into the Hill’s social accounts and publicize their plans for world domination. (And with that, the downfall of dogs.)
You’d think these hackers would stay anonymous, but, to take over Earth, it might help to… get adopted? So our hackers became real, adoptable cats from across the country, featured in our social posts.
World domination would have to occur over the course of more than one day, or people might miss the message. So, the cats’ plans mysteriously leaked the day before Cat World Domination Day. Then, they released their demands (and their faces) day-of. But, with control wrested back by the Hill’s social team, they’d be forced to issue a very sincere Notes app apology the day after.
While their grammar might be immaculate, being in possession of just a phone, plus the whole no-thumbs thing, meant the cats’ capacity for graphic design was… lacking. So, they’d have to improvise with any pens, paper and tape they could get their paws on.
Result
The most-liked Instagram post ever.*
*On the Hill’s account, of course.
Ultimately, the cats weren’t successful in taking over the world—but they were successful in increasing Hill’s engagement and reach, all organically. They even won an award (purr)!
RISE IN ENGAGEMENT
+164%
HIGHER REACH
+45%
SHORTY IMPACT AWARD WINNER
Audience Honor
CREATIVE DIRECTION / SCOTT DRUMMOND · COPY / ELIZABETH WHIPPLE · AGENCY / VML/WPP@CP
