We uncovered a surprising fact that cats are twice as likely to get cancer if their owner smokes. So what's that mean to our teen audience?
Less Cats = Less Cat Videos!
That would be total and complete Catmageddon.
The campaign launched on the Grammy’s and tasked the world, along with some "catfluencers™" like Hamilton the Hipster, Venus Two-Faced Kitty and Sam Has Eyebrows, to help save cat videos.
The video earned over 16 Million views on-line and over 25 million social earn media impressions in the first 24 hours from launch.
Following the Grammy’s launch, we widen the message to include all pets, in another film and campaign titled Finishers 3.0,
We also began a partnership with PetCo, to promote pet wellness and awareness of the fact through a truth branded product given away free in stores.
As a side note, since 72andSunny began working with the brand, the US Teen Smoking Rate has dropped from 9% to 7%, equating to roughly 500,000 fewer teens picking up their first cigarette.
