As the Associate Director of Content Strategy at a marketing agency, I helped launch a content hub for a beloved consumer pet food brand. When we initially launched, we focused exclusively on dog content. Our content strategy centered around three pillars: bonding, health, and community.
Nine months after the site's launch, we expanded into cat content. We determined that this audience, much like our dog audience, was also interested in enhancing their bond with their cats (particularly since cats are infamous for aloof behaviors), understanding how to keep their cat healthy and happy, and forging bonds with a community of follow feline lovers.
Whereas our dog community content centered around topics like best dog-friendly locations and dog park etiquette, the majority of cat parenting occurs inside the home. So what might content about the cat community look like?
Social listening exposed a large volume of conversations centered around the stereotype of the cat lady. We saw many cat lovers either embracing this trope (i.e. "Another Friday night with my cat and a glass of wine #catlady"), or decrying this categorization (i.e. "I own 4 cats. Yes, I have a bf. Really. #notacrazycatlady").
A competitive analysis indicated an absence of branded content about the pop culture stereotype of the cat lady.
Therefore, we devised a strategy to own and recast the cat lady narrative. Our cat lady would be likable, modern, and intelligent.
Since video has the highest rate of engagement (and judging by the millions and millions of cat videos out there, particularly appealing to cat audiences), we decided to kickoff our cat content with a video series.
This video series is all about providing helpful tips to cat lovers, while gently playing off the stereotype of the cat lady.
For this project, I developed the content strategy, video concept, wrote the briefs, and project managed across internal and external stakeholders and production teams.