Kitty Kommercial: How digital video wins engagement

A good creative concept can go a long way. When you pair that with an effective online medium like video, the results can be mind-boggling.

Take Furkids Animal Rescue and Shelters’ recent viral phenomenon for example. Since its upload date two weeks ago, the video has garnered more than four million views on Youtube and filled TV and radio spots around the world.

Staff and volunteers at the animal shelter in Atlanta, Georgia got together to create a funny, effective “Kitty Kommercial” promoting the adoption of its cats. Since the video went viral, the shelter has received a plethora of donations, gifts, volunteer applications and most importantly: adoption inquiries.

What can local businesses learn from “Kitty Kommercial”?

Your campaigns don’t have to be perfectly polished to win results.

There are plenty of high-quality, expensive commercials that don’t win the same results as this low-budget idea. This online video was hosted by Paul Preston, the brother of a shelter volunteer, who also came up with the idea and produced the video.

Preston is no bigwig TV producer. He actually works in property management. But one creative spark and some novice video recording/editing put him and Furkids in the Internet spotlight.

Strong creative reaps rewards.

Furkids’ witty campaign resonates well with viewers, probably because it takes a drastically different approach than ASPCA’s famous TV ad featuring Sarah McLachlan, who also cannot bear to watch the depressing commercials.

In contrast, Furkids’ “Kitty Kommercial” is light-hearted and adorable. Watching Preston exaggerate over-used sales tactics is entertaining. And as we see time and time again, the Internet will reward you for good entertainment.

Video = high engagement and great website content.

Video can stretch across multiple platforms, from TV to Youtube to your website. Strong multimedia can be your most compelling marketing tool and ought to have powerful placement on websites, social media and in search results.

If you haven’t considered spreading your TV ads or videos across digital channels, you’re missing out.

On Furkids.org, the viral campaign sits front-and-center, accompanied by the heading “Hello World!” Engagement will likely drop as the next trend takes over, but Furkids’ cheap, innovative “Kitty Kommercial” shows us just how effective digital video can be in 2017.

View the “Kitty Kommercial” here: