Catit Go Natural pea husk litter had a competitive and unique claim to tout. They also had a global creative campaign idea ready to go. Our job was then two-fold: 1) Identify opportunities to strengthen media performance based on historic data across different platforms and disparate reports, and 2) create localized creative that would resonate in the U.S. with a strong hunch that Gen-Z gamers were major cat people. To bring all the historic media data together, we developed an AI-powered tool that was product-specific. This way, we could continue to inform media decisions based on product-specific data with each campaign going forward. We then partnered with the gaming division at University of Illinois to perform a rapid study that was used to build out a consumer profile for the Gen-Z gamer. From there, we developed creative concepts and content that laddered up conceptually to the master “Escape the Dust” concept. With all of this, we were able to execute a full-funnel U.S.-centric campaign that leveraged global assets and U.S.-native assets as well as experimental assets that hyper-targeted Gen-Z gamers on preferred platforms.