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Mars Petcare launches comedic and highly reactive paid social campaign

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Mars cat

To lift lockdown spirits, while also driving brand interaction and recall, Mars Petcare launched a comedic and highly reactive paid social campaign.

Working alongside Snapchat, they have taken advantage of a viral internet sensation to create a filter for their quirky cat brand, Dreamies.

The idea stemmed from a Texas lawyer’s mishap with a cat filter on Zoom which went viral last week. Our Mars Pet teams proactively began working on a pitch to run a reactive piece of content around this video. Working alongside Snapchat, an existing cat lens was identified which the team then adjusted to feature Dreamies branding, therefore connecting the viral video to Dreamies and their slogan “All it takes is a Shake!”. Making use of this existing Snap inventory ensured a quick creative turn, and the lens went live within 3 days.

As a result of this great initiative by the team, Dreamies were able to take advantage of this small cultural moment, with Mars Pets US team now also discussing rolling out this content in America.

To try the filter, scan the Snap icon below (whilst in the Snapchat app).

To see the viral video of the Texas Lawyer’s cat mishap, click here.

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