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RAN IN: United States
Radio Systems Corporation (PetSafe)
Lauren Glynn, Copywriter
Maggie Homer, Art Director
Mike Groenewald, Group Creative Director
Will Benham, VP, Executive Creative Director
Chris Breen, Chief Creative Officer
Courtney Saul, VP, Group Account Director
Emily Garrison, Account Supervisor
Chelsea Cannon, Associate Media Director
Kevin Wilson, Director of Integrated Production
Demour Breen, Production AssistantTristan Otto, Associate Digital Media Planner/Buyer
Lauren Interrante, Director of Project Management
Kashish Ali, Creative Project Manager
Hillary Collier, Director of PR
JacquelineTurner, Social Media Manager
Tim Smith, Partner, President
Taylor Guglielmo, Chief Growth Officer
Talley Hultgren, Chief Strategy Officer
Brian Etting, Executive Producer
Josh Etting, Executive Producer
Kathy Nicklas, Controller
Danny Hillman, Producer
Alex Zustra, Editor
Molly Baroco, Executive Producer & Partner
Jessica DeLillo, Producer
In order to drive sales and interest in an unknown product category about an unpleasant topic, we launched a first-of-it’s-kind campaign for the PetSafe ScoopFree Self-Cleaning Litter Box centered around bringing truth to a problem no cat parent could deny - Poocrastination (wink, wink). The campaign resulted in 60% growth in YoY sales, a 112% lift in website visits, new interest from big box retailers and unprecedented social activity at launch. Grumpy cats and poo puns FTW.