Tail Trackers
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Tail Trackers *
Currently, there are approximately 100 million feral and stray cats roaming the streets of America.
Although some may see this as a homeless cat epidemic, others see it as new friends and family.
But to cat lovers, they aren’t just “street cats,” “parking lot cats,” or “neighborhood cats.”
They’re family to you and others around you.
And it’s important to keep their loved ones updated… ugh, if only there was an app…
BRAND: Chewy
YEAR: 2024
CW/AD: KAYCIE CLUTE
campaign board
your strays page keeps all your favorite strays in one place
Keep updated on your street cat’s status
the tail tracker’s map shows where someone last saw your street pet
using AI facial recognition and geolocation, your street cat with have its own page, combining everyone’s photos, recent feeding/sighting times, and more (you can also switch the name to the name you call them)
ads will also be placed on Chewy’s site, highlighting street cats in your area. Chewy will also donate 10% of proceeds from certain cat products to help feed strays on Tail Tracker
the app
OOHs
*will be specifically placed around nyc
social media
will be posted on TikTok and Instagram to keep the Tail Tracker users from getting manipulated