The Ask
Scoop Away wanted an fresh way to talk to consumers about clumpage – more specifically, the fact that Scoop Away litter clumps tight around cat poop, which traps the smell, while other brands just fall apart and stink.
The Solve
We tapped into the irreverent internet humor of many cat owners and introduced two characters that could bring that message forward in a multitude of ways – Clumpy and Crumbly. Clumpy kept it together in tough situations, while Crumbly would consistently fall apart ... and stink.
This 360 digital campaign centered around these two adventurous and adorable kitty litter clumps, presenting them as stars of a mini-sit com, an offbeat social media presence, games and more.
The Adventures of Clumpy and Crumbly
Social Media Content and Interaction
Cat lovers are some of the most avid and interactive social media users around, sharing memes and interacting with the brands they love. We built up the Clumpy and Crumbly fanbase on Facebook and interacted with followers as Clumpy, whose voice was based on the internet meme linguistics of the day. Clumpy's posts ranged from reflections on life as a kitty litter clump, to interactions with his BFF Crumbly, to the complete non-sequiter.
Fun and Games
We built addictively fun mini-games, based on episodes from The Adventures of Clumpy and Crumbly, to keep fans engaged while they were on the campaign hub.
Clumpify Yourself
Steve Jobs once said “Our job is to figure out what [the customer is] going to want before they do.” Following his word we gave fans the one thing they didn't know they wanted – a chance to create Kitty Litter Clump versions of themselves.
