Kitten Kollege was a series of content films where kittens (and by proxy their owners) were taught all the things that they need to learn. The films ranged from the purely entertaining, like student life around the campus, to informative lectures which covered subjects like best breeds for families and litter training. In total the first phase of the campaign included 20 online branded content films.

20 films were created in partnership with CollegeHumor. A ‘helpful’ stream of videos was launched together to maximise organic search results. And parallel to this an entertainment stream of work was launched episodically every 2 months and distributed through CollegeHumor’s user base to help make the campaign famous.

Top UK campaign according to Brain Juicer.

· Content served to 36.8m people

· Approx. Kitten Kollege watch time: 4,611,963 minutes

· Average View Duration (Google Benchmark: 40%)

- Episode 1: 76%

- Episode 2: 88%

- Episode 3: 94%