Arm & Hammer Pet Care has enlisted rapper iAmMoshow to create a second video, which is timed to recognize International Cat Day, Aug. 8.
To encourage the viral sharing of the video, the cat litter producer is pledging to donate up to double what it donated last year to cat causes.
After reaching the goal of one million views of last year’s video, “Slide,” Church & Dwight Co., Inc., the maker of Arm & Hammer products, donated $10,000 to Mac’s Fund.
This year, the company is pledging to donate a total of
$20,000 to two more cat causes, ACCT Philly and the Cat Adoption Team in Oregon, if the new long-form video,
“Double Duty,” receives two million views by Oct. 31. The video has already received over 600,000 views since debuting last week, according
to the company, which worked with Bluewire Media to create the video.
ACCT Philly is based in Philadelphia and manages several cat-specific programs for the city, including adoption, facilitating working cats and trap-neuter-return (TNR) initiatives. CAT is located in Sherwood, Ore. and offers adoption, foster care, and veterinary services to homeless cats and kittens.
Consumers also are invited (via Facebook ads) to post videos dancing to “Double Duty” with their own cats for a chance to be included in iAmMoshow’s first fan video.
The video is part of a larger effort recently launched by Arm & Hammer, “More Power to You,” which emphasizes the innovative power of the company’s products to help families master everyday household tasks, from cooking and cleaning to pet and personal care.
“After the success of “Slide” last year, we realized we could offer our customers a fun and new way to engage with our brand while also supporting and raising awareness for under-funded, lesser-known cat welfare organizations,” Rebecca Blank, group brand manager, Arm & Hammer cat litter, tells Marketing Daily.
“These causes are on the frontline of keeping local community cats safe and healthy. Pledging a double donation is a way to empower our audience and give them a way to help more organizations and that many more cats that are in need of good homes and care.”
The rapper has a strong community of supportive fans, she says.
“iAmMoshow’s work aligns with many of our core values celebrating the unique bond between cat owners and their cats and supporting cat welfare organizations and issues,” Blank says.
“Creatively, we’re always looking for new opportunities to engage with our audience. iAmMoshow’s approach to life is exactly the right tone of fun and playfulness we want to continue to infuse into our brand and use to engage with our customers.