Purina Work - Mostly Cats
A collection of pieces I wrote or concepted for Purina over the years.
Working in the St. Louis region, it's inevitable that you'll either work on or pitch Purina. While at a digital agency, we had a retainer for the cat litter work. DYK: Cat litter is a more profitable business than the toilet paper business? Here are three programs that came to life. Also featured is an image of the Breeze Litter system, which is by far the best system ever. Ask me why, and I'll let you in on the not-so-dirty secret.
What You Gonna Do When They Come For You?
Purina challenged us to take their “No More PU” Tidy Cats litter campaign to the next level. They wanted something that was both experiential and digital. “No More PU” was about how this new blend of cat litter worked so well at solving your litter box problem, the brand was ready to take the stink out of your life ... in other areas. Showcased here is the original white paper idea.
We came up with the “PU Patrol” – a team of stink fighters whose main mission is to stomp stink wherever it may lurk. Flat tire? Bad layover? Case of the Mondays? The Patrol is ready to pounce.
My Specific Contributions:
Wrote all white paper and eventual presentation deck copy
Led initial brainstorms and developed the “big idea”
Presented all creative ideas to agency partners and client
Created a social media content strategy for the campaign
Connecting With True “Catpanions”
You’d be surprised at how excited cat enthusiasts can be about their litter brand. Knowing that true social networking is best left to Twitter and Facebook, the Tidy Cats Community focused on letting its 10,000 members win prizes, download coupons, share photos and vote for the cutest of cute cats in a feline version of “Hot-or-Not” called "Purrfect Pic."
Fun fact: Tidy Cats was the very FIRST Purina brand to have a Facebook presence, which we created, launched and monitored for them.
My Specific Contributions:
Drafted all copy for periodic updates and product launches
Developed new site feature concepts, including badges and featured members
Wrote call-outs and banners to support promotional activity
Wrote all of the Purrfect Pic content (70 cute questions, total)
Assisted with user flow and site map creation
Worked closely with the social media team in the transition to and launch on Facebook
Cat Litter Goes Green.
Trees For Tomorrow was a digital campaign for Yesterday’s News brand cat litter from Tidy Cats. It’s a litter made from recycled newspapers, making it extremely eco-friendly.
We asked users to create a virtual tree and plant it in a virtual forest. By doing so, the brand would donate $1 to the Arbor Day Foundation to plant a real tree in your honor. It was supported by an email campaign, banner ads and social sharing of created trees.
My Specific Contributions:
Wrote all site copy, including instructions
Assisted in user flow and site map strategy
Wrote promotional emails and banner ads
Wrote share copy for social media
Developed original names and themes for eight virtual worlds
Project Gallery
