How do you get consumers to want to talk about cat litter? Cut down on couponing and give the brand a distinctive and memorable personality.
When Tidy Cats wanted to connect with consumers, we utilized our iCitizen Live team to examine real-time consumer conversations. Seizing the opportunity to bring some unexpected playfulness to the kitty litter category, we breathed creative life into the brand with a website redesign and a new, witty brand voice. The third-person “Tidy” voice has brought humor to the category and since its debut, the brand’s engagement numbers have surged across all social media channels.
The brand’s playful wit continues in a series of videos with Tidy Cats Innovationist, Hans Hansenberg. The eccentric scientist character we created (you’re welcome, world) has consumers logging onto Tidy Cats’ YouTube by the millions with over 2.2 million views of Hans videos to date. The Hans campaign featuring Tidy Cats + Glade has also helped increase purchase intent.
Tidy Cats consumers turn to the brand’s website for not only humor but also for advice. With more than 25% of cats in shelters due to litter box issues (sad, but true), we created “The Scoop”—an educational tab that provides cat owners with clever litter box solutions. The Scoop is keeping consumers engaged, with 18% of Scoop visitors spending more time exploring the website than non-Scoop visitors.
The Tidy website has seen a 54% jump in visitors since our re-launch, and together we have created an entertaining, multi-dimensional brand experience that consumers want to interact with.