Arm & Hammer Pet Care really knows how to celebrate National Cat Day (Oct. 29.)
The cat litter brand, owned by Church & Dwight, Co., challenged fans to like and share a video on social media. If the video reached 2 million views, the company would donate $10,000 each to two cat welfare organizations.
The video received nearly 9 million views, and to thank fans that watched and shared, the company donated $20,000 each to the Cat Adoption Team in Sherwood, Ore.. and ACCT Philly in Philadelphia.
The “Double Duty” video and campaign, released in July, features cat rapper iAmMoshow, who was on hand to attend the check presentation at the Cat Adoption Team’s facilities. Arm & Hammer worked with Bluewire Media to create the “Double Duty” video.
“Arm & Hammer litter is passionate about cat welfare and rescue, and we love to find opportunities to celebrate the unique and special relationship that owners have with their cats while also giving back to a cause we care deeply about,” says Elizabeth Slenker, senior associate brand manager, Arm & Hammer cat litter.
“We found a great partner in iAmMoshow in that he has the same passion for cat rescue and celebrating cat-love that we do,” Slenker adds. “That passion and spirit of celebration is showcased in our music video, which is why we think it has resonated so well online.”
Fans in attendance at both events also got a sneak peek at iAmMoshow’s first fan video, which features clips of owners with their cats interspersed with the rapper.
Promotions like this one that live on social media allow the brand to connect with consumers in a unique way, Slenker tells Marketing Daily.
“Our next campaign starts in November and is focused on giving back around the holiday season and supporting animal shelters by telling rescue and adoption stories,” Slenker says. “We’re calling it ‘Feline Generous’ — and we are so excited to launch in a few short weeks.”