Agencies squabble over Catvertising viral video

Cats were searched for on Google more often than Jesus throughout 2010.  Everyday on Facebook or Twitter I see links to images and videos of cats.  It’s not a problem.  I like cats. 

I also like viral advertising that works.  Great viral ads like Blendtecs YouTube campaign, Will it blend had a real uplift for the company business. Sales increased by 500% in the first year of their campaign and they are still growing their workforce and their manufacturing plant.  Its a real success story – especially in difficult economical times like these.

It’s hard to get a campaign to go viral, so perhaps including a very popular search term might just get you noticed.  And this is what creative agency John St did with their “Catvertising” video:


Using a subject as popular as cats seem to be ensures a lot of awareness about the brand, bringing new eyeballs to the web site.  It also brought criticism from the makers of  the ‘Kittywood’ video who claimed that John St copied their cat video idea.

This tiff has brought even more awareness for the brand, and will probably bring it further success with its customer base.  Sometimes it pays to be disruptive when you’re chasing recognition, awareness and revenue…

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.