Viral Views into Conversions!
When I first discovered ProtectaPet (a specialist in cat containment systems designed to keep cats safe from busy roads), I knew their story had viral potential. It had all the right ingredients: shock factor, debate, novelty, and, of course, cats.
Before our collaboration, ProtectaPet had already built an impressive business and brand, earning the King’s Award for Innovation in 2023. Their products and installation service were best-in-class, but growth relied heavily on customers already searching for cat containment solutions. To reach new audiences, we needed to create awareness and demand through viral content.
The strategy was to produce engaging, shareable videos that introduced the concept of cat containment to a wider audience. Using trending TikTok and Instagram formats, we focused on ASMR transformations and cats testing the limits of their enclosures.
ProtectaPet ASMR Transformation Video featured on LADBible Facebook.
““It’s unusual to work with someone who is both creative and analytic. This combination allows Philip to create engaging content with a clear marketing vision.””
Results
Within two months, ProtectaPet went from a niche favourite among cat owners to a viral sensation. The videos generated millions of views, skyrocketing brand awareness and driving unprecedented sales, to the point where marketing had to briefly pause to keep up with demand.
That viral success also fueled paid ads on Google and Meta, turning visibility into measurable sales and giving ProtectaPet the confidence to launch new products and expand its team. The top-performing video reached over 45 million views on Instagram alone.