Channel 4 Sales has teamed up with cat litter brand Ever Clean to deliver a new season of popular digital-first series Existential World of Cats.
Fronted by comedian Abi Clarke, Existential World of Cats provides insight into cat behaviour, combining humour with relatable scenarios to provide answers for a range of common questions. Running until July 29, the series will feature across Channel 4’s Instagram, TikTok, YouTube and Facebook pages, with 5 x 60 – 90’’ short-form reels.
Season one of the series amassed 3.9 million social media views. After it dropped, half of cat owners surveyed recalled Ever Clean as the brand involved in the digital series, with 17% saying their opinion of the brand had improved as a result.
Rupinder Downie, content solutions leader at Channel 4, said: “This renewal deal highlights the team’s track record of delivering against crucial digital objectives and cutting through on social media whilst tapping into the huge trend that is cat content. With this project we have the ambition to further build on this success of the first series and increase brand awareness even further for Ever Clean.”
The commission builds on Channel 4 Sales’ role within Channel 4’s Fast Forward Strategy, of delivering social-first content that reaches out to premium youth audiences on the platforms they consume content on the most.
Ever Clean UK commented: “The engagement and positive sentiment we received have been incredibly rewarding. We are excited to bring this delightful series back for a second season and look forward to continuing our partnership with Channel 4 and OMD Create EMEA to deliver even more educational, relatable, and funny content.”
