Our first social-first campaign was built on a human (er…cat) truth: cats can’t resist the delicious taste of a Squeeze Up and they’ll make sure their owners know it. Partnering with real cat owners, we captured humorous moments showcasing the lengths cats will go to get one, creating content designed to feel like it belonged in people’s feeds.

The campaign later expanded into CTV and broadcast, translating the same creative idea into a larger scale production

Results: +11% CTR, +400% ad engagement rate, and +245% page engagement rate versus the previous Delectables campaign.

Collaborating closely with the social team, I helped shape the brand’s social voice, identify emerging trends, and led the creation of consistent, social-first content. I also oversaw creative for key tentpole moments and influencer-led holiday activations.

Results: Grew the Delectables following from 3K to 20K+ followers in one year while tripling engagement.

Yes there’s such a thing called CatCon. And we showed up. Working closely with the CatCon events team, we directed the design of the booth and determined the activities that would draw the crowd.