Give people what they want...

cat videos


Iams - Cat Food


Digital Content


One of the ways that Iams demonstrates their commitment to proactive, high quality nutrition is by having the single largest breadth of SKUs across life stages and lifestyles. But how do you show people their cats need different food as they age?



Show that cats have life stages - just like humans. With what everyone on the internet loves…drum roll…cat videos. For a brand that typically lives on traditional channels, inserting them into the world of digital native content played an integral role in modernizing the brand. Each video spoke to the unique benefits of the particular life stage formula of the execution - from protein for strong muscles, to Omega-3 for brain and vision development. With a digital targeting strategy, the videos were served up to cat lovers, and retargeting them to act as reminders.