Cats Protection – Creative Social Media Campaign

Cats protection video still


Cats Protection is the UK’s leading cat charity, helping around 200,000 cats every year. In 2015, black cats made up 45% of total cats coming into their care. For the past few years, Cats Protection had been building awareness around Black Cat Day, but in 2016 they wanted to take a new direction and enlisted OST’s help to launch a creative social media campaign to highlight the uniqueness of black cats.

Working alongside Cats Protection, OST launched “Beauty is more than fur deep” a social-first campaign featuring a video about a fictitious cat-dating app and a woman who is looking for her perfect (cat) match. We also reached out to multiple celebrity and micro-influencers to help spread awareness of the campaign.

ClientCats Protection
Core ServiceCreative Campaign
Project Date2016


The campaign ran for 3 weeks, building up to Black Cat Day, and was hugely successful. We received a total of 329,000 engagements and content was seen over 17 million times. The campaign video received 258,000 views over 30 seconds and we received 5,000 photo competition entries. On the day, #BlackCatDay trended # 1 on Twitter and had over 18,000 people talking about it on Facebook.

329,000 engagements

Trending #1 on Twitter for #BlackCatDay

258,000 campaign video views

What our client said

OST were a pleasure to work with! Their personable team had lots of great ideas while being flexible to Cats protections needs. They helped us to deliver a professional, engaging social media campaign that both our supporters and internal team loved to get behind.

Gemma Croker
Social Media Manager - Cats Protection