BuzzFeed and Friskies teamed up for “Dear Kitten,” a simple yet brilliant concept: an older housecat teaches a new kitten how to navigate life as a feline. Released on June 5, 2013, the video tapped into the internet’s love for cat content while subtly connecting to the Friskies brand.
The Results:
- 32M views
- High engagement, shares, and repeat watches
- Strengthened brand perception for Friskies
Why It Worked:
- Audience-first concept: Focused on what people already love—cats.
- Simple, relatable story: A new kitten learning from an older cat = universally entertaining.
- Entertainment over product push: The video delivers value first, marketing second.
- Shareability: Fun, cute, and easy to share across social platforms.
Takeaways for Creators:
- Lead with content your audience actually wants, not just your product.
- Keep it simple and relatable.
- Use storytelling to build emotional connection.
- Make it shareable—fun, entertaining, or inspiring content spreads faster.
Overview:
“Dear Kitten” proves that great marketing doesn’t have to be complicated. By understanding audience passions, delivering entertainment first, and weaving in your brand naturally, a campaign can go viral and leave a lasting impact.