Book Masterclass

Today's example of prime native advertising: Dear Kitten

Nov 10, 2015

The following presentation is an excerpt from our brand new(and free) ebook, How to do native advertising: 25 world class examples. You can download the entire ebook by clicking right here.

Name: Dear Kitten

Type: A sponsored video on YouTube

Brand: Purina

Publisher: BuzzFeed

Agency: BuzzFeed Motion Pictures

Purpose: Branding of Purina and their cat food 'Friskies'.

“Dear Kitten. Since I have hissed at you the customary 437 times, it is now my duty as the head of the household to – begrudgingly – welcome you.”

This is how a viral video starts – and proves that cats still rule the internet. With the mesmerizing voice of BuzzFeed’s Ze Frank in your ears, you
follow a letter from an older cat to a younger kitten that moved in with him. The older cat gives lots of great cat advice such as hiding from the dreadful “va-coom” (if you have a cat, you know their eternal fear of vacuum cleaners) and – of course – eating delicious food from Friskies.

This sponsored video, ‘Dear Kitten’, is created by the cat food company Purina and BuzzFeed and quickly went viral after the release gaining over 10
million views. At the time of writing, the video has been seen 23,380,492 times on YouTube (that’s a whole lot of potential cat food buyers!…).

It’s a first class example of how users don’t care if something is advertising as long as it’s entertaining.

Want to read ‘How to do native advertising: 25 world class examples’? You can download our free ebook right here.   

Story by Stine Andersen

Stine Andersen er redaktør og Content Marketing Manager hos Brand Movers.

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