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Fresh Step turns 'is it crazy?' cat videos into a multi-hit Shorts campaign
Multiple cat-themed branded videos each approached 20M views, a stronger signal than one lucky ad going viral.
Fresh Step produced a cluster of absurd cat-themed Shorts—including “Is it crazy to play cat soccer?” and “Is it crazy to get a cattoo?”—with each tracked around 19M views.
Why it rippled
The interesting part is repetition. Instead of a single successful ad, the brand appears to have found a serial comedy format that viewers will watch more than once.