Cat World Domination Day
Client: Hill’s Pet Nutrition
Tags: CONCEPTING, ART DIRECTION, VIDEO, SOCIAL STRATEGY & DESIGN
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Cat World Domination Day began in 2024 as a small, organic-only social campaign celebrating a relatively obscure national holiday—but it was a surprising success. In 2025, we were asked to make it bigger, better and cattier than ever before. It’d been nearly a full year since a group of shelter cats stole a phone and, with subpar graphic design skills, orchestrated a campaign for world domination (see last year’s flagship video here). After their failed attempt, Hill’s was safely restored to humans—or was it?
APPROACH
With the 2025 campaign including paid media backing, it felt natural to continue with last year’s concept in order to seamlessly draw in new viewers. So, a canine whistleblower sounded the alarm, and a conspiracy theory was afoot (apaw?): Hill’s was still run by cats. And they had bigger plans than ever before. Plus, they’d gone pro with their tech skills and managed to reach across digital space—and even into real life.
CAMPAIGN TACTICS
8 in-feed posts
1 Snapchat Lens
1 microsite featuring five shelter partners + links to adoptable cats
1 new CWDD-ified social profile picture, plus archival of all dog-related social posts
1 QR code display for Hill’s office TVs
As many adoptable cats as possible reposted on our Instagram Stories
Email and PR support
Results
33.8 million views across Facebook, Instagram and TikTok
307% increase in likes and 281% increase in shares on TikTok compared to May 2025 (pre-campaign)
Approx. 142k profile visits across platforms