We’ve all seen brands jump on trending days, but very few do it like this.
On International Cat Day, Cartoon Network pulled off a social media stunt that was as playful and mischievous as the feline it starred, none other than Tom from the iconic duo Tom & Jerry. What followed was a quirky, 100% organic activation that had the internet smiling, brands talking, and followers genuinely engaged.
The Idea: Turning Cartoon Network into Cat-toon Network
The concept was refreshingly simple yet super smart: What if Tom took over the Cartoon Network’s social media accounts for Cat Day? Enter the #TomTakeover.
Instead of a one-and-done post, Cartoon Network went all-in—rebranding their presence temporarily as “Cat-toon Network” and crafting content that felt true to Tom’s character while also making space for fun banter, creative Reels, and playful jabs at other brands.
No sales pitch. No overthinking. Just a cat being… well, a cat.
The Execution: All Whiskers, Wit, and Reels
The content rollout felt like a digital sitcom. First came Tom’s “announcement” of taking over the feed. Then came the Reels under the theme “Reel karo, feline karo”, where Tom got his paws into some fun content experiments.
But the real charm lay in the brand banter. Tom didn’t just show up, he interacted. Over 45 brands jumped into the fun, including The Souled Store, Pagro, Discovery Kids, and Warner Bros. What followed was a flurry of witty comments, cat jokes, and paw-sitive energy that made fans feel like they were watching one big internet house party.
And the team didn’t stop there. Tom even ‘cat-splained’ to pet parents and signed off with a handwritten note to fans. It was cheeky, warm, and full of personality.
The Results: No Cat Nap Here—Just Solid Numbers
For an all-organic campaign, the numbers speak for themselves:
- 181K+ Impressions
- 201K+ Reach
- 35K+ Engagements
- 28K+ Views
- 130+ Comments & 600+ Likes
- 2000+ New Followers
And maybe the best part? The campaign didn’t feel like a campaign. It felt like Tom himself had taken the phone, logged into Instagram, and started running the show.
Why It Worked
So, what made this campaign more than just another Cat Day gimmick?
- It stayed in character: Every post, caption, and interaction felt like Tom himself was behind the screen.
- It invited participation: Instead of pushing a message, Cartoon Network created a space where fans and brands could join the fun.
- It was 100% organic: No ads, no influencer tie-ins—just pure creativity and community.
- It embraced the absurd: And honestly, who doesn’t love a bit of chaos on the timeline?
A Goodbye Worth Remembering
Sometimes, the internet feels like a blur of content. But this campaign stood out—not just because it was clever, but because it had heart. Here’s to more brands embracing character, culture, and creativity. And of course, here’s to Tom ,social media’s favorite cat (at least for a day).
Want to know how campaigns like this come to life? Or maybe you’re thinking, “How do we do something this cool for our brand?” Let’s chat.
