CLIENT
The Clorox Company
Eric Jamison, Marketing Director
Elaine Lee, Associate Marketing Director
Laura Keller, Brand Engagement Content Lead
Laurie Jeng, Associate Marketing Manager
Mariangela Imbrenda, Associate Content Marketing Manager
AGENCY
Andrés Ordoñez, Chief Creative Officer
Avi Pinchevsky, EVP, Executive Creative Director
Justin Enderstein, SVP, Executive Creative Director
Kadi Jacobs, VP, Management Director
Kelly Graves, Chief Executive Officer
Mollie Partesotti, Chief Strategy Officer
Cary Pierce, Global Account Director
Anastasia Ivanova, Analytics Director
Ricardo Vallejo, Associate Creative Director
Freddy Agostini, Associate Creative Director
Jake Roland, Associate Creative Director
Stacy Sinason, Senior Producer
Juliana Mendonca, Senior Producer
Samantha Merkin, Associate Director, Influencer
Nick Farley, Senior Copywriter
Will Robertson, Copywriter
Max Dawson, Art Director
Louis Barry, Art Director
Anthony Quitos, Associate Art Director
Current Global
Virginia Devlin, Chief Executive Officer
Pete Campisi, Executive Vice President
Kylie Soderstrom, Vice President
Andrea Blythe, Director
Ben Owings, Associate
SUMMARY
As a brand with low involvement, little money and a big purpose, Fresh Step co-opted the gaming universe to put the brand and cat adoption front and center in one of the year’s hottest games: Stray. For 48 hours gamers could play Stray using real cats in need of a home, becoming a first-of-its-kind live streaming adoption event. This collaboration resulted in nearly 15M earned impressions, a sale volume lift of 10% MoM, and a 124% surge in pet adoption applications – all done with a budget of $24K.
