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International Cat Day



Cartoon Network India



Client Brief

A digital/social media activity to celebrate the International Cat Day with a fun-filled and exciting engagement and content-led activity on social media. The idea should generate talkability amongst the fans and leverage this occasion as the one to drive more followers on our social handles.



Who better to spearhead the Cat Day celebration than one of the most iconic cats from the world of cartoons? To commemorate the occasion, Cartoon Network from the house of Warner Media in association with their digital partner Chimp&z Inc, an alliance of Merge Infinity Global conceptualized and executed a playful campaign #TomTakeover wherein we saw the brand transition into Cat-toon Network.


The catch:


While we could play off the nostalgia of the popular franchise, we had to shoulder the responsibility of introducing it to a new generation of kids while also generating interest for the forthcoming Tom & Jerry series. The primary objective of the campaign was to drive brand awareness and viewership on Cartoon Network on both on-air and off-air platforms in a completely organic manner.


- The campaign commenced in style with an announcement from Cartoon Network stating that Tom with help of his cat pals has taken over the social media handles of the brand. What ensued is a slew of cat-pawsting laden with ‘cat puns’ in the form of stories, posts and reels wherein he updated his fans about his new life as a cat-fluencer. This was followed up by a special reel series - ‘Reel karo, feline karo’ that saw Tom experimenting with the reels section and ‘Catsplaining’ where he reminded pet owners about their responsibilities as cat parents.

- These helped build a perfect crescendo in the form of a frolicsome banter with more than 45 brands including the likes of Rajasthan Royals, The Souled Store, Discovery, Imagicaa and more on Cartoon Network’s or should we say Cat-toon Network’s International Cat Day post on Instagram. The campaign drew to a close with a letter from Tom thanking all his furr-ends for sticking with him and helping him celebrate Cat Day with pizzazz.


A glimpse of the Influencer Campaign


#TomTakeover Announcement Letter Post:


Pre-buzz Post:


Pre-buzz Post 2:


Pre-buzz Post 3:


Pre-buzz Post 4:


Pre-buzz Post 5: Catsplaining:


Pre-buzz Reel:


CatDayCampaignPost :



• Our fun banter with 45+ brands from multiple categories on account of International Cat Day was well received by users with a total of 130 comments & 600+ likes.

• To gain more traction on social media we also reposted a few posts from brands like Milton, Portronics, APL Apollo Pipes, BonKids, Redwolf & more, on our stories.

• The campaign garnered the following organic numbers in less than a week :

  Reach - 201,433 

  Impressions - 180,547

  Engagement - 35,234

  Overall Video Views - 27,986

• The brand’s follower count increased by about 2000 in a span of 5 Days on Instagram due to the campaign.

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