In 2018, cat adoptions were significantly down, and kitten season was upon us – which meant more cats were being born and fewer families were adopting them. As a result, shelters were crowded, and animal control officers were extra busy tending to stray and feral cat problems in many communities. We needed to bring awareness to this issue, and drive cat adoptions.
It turns out cats help lower anxiety. And if you’re tired, watching cat videos actually boosts energy. We leaned into these insights by leveraging user-generated content showing cats, well, being cats.
We showed the joy and hilarity a cat can bring to inspire people to adopt at PetSmart.