Channel 4 Sales, the leading social content partner for brands, is teaming up with cat litter brand Ever Clean to deliver a new digital-first series, Existential World of Cats that will help cat-lovers understand their pets.
From now until 29 July, the series will feature across Channel 4’s Instagram, TikTok, YouTube and Facebook pages, with 5 x 60 – 90’’ short-form reels running across all social platforms.
Fronted by comedian Abi Clarke, Existential World of Cats will provide insight into cat behaviours, combining humour with relatable scenarios for cat owners to provide answers for a range of common questions. These include why they rub against you and why cats bring you gifts.
The partnership sees Channel 4 Sales’ branded entertainment team, 4Studio Productions and Channel 4 commissioner Stephen Parnell team up to build on the success of season one of the series which amassed 3.9 million social media views. Following season one, half of cat owners surveyed recalled Ever Clean as the brand involved in the digital series, with 17% saying their opinion of the brand had improved as a result of the social clips.
The commission builds on Channel 4 Sales’ role within Channel 4’s Fast Forward Strategy, of delivering social-first content that reaches out to premium youth audiences on the platforms they consume content on the most.
Rupinder Downie, Content Solutions Leader at Channel 4 says: “This renewal deal highlights the team’s track record of delivering against crucial digital objectives and cutting through on social media whilst tapping into the huge trend that is cat content. With this project we have the ambition to further build on this success of the first series and increase brand awareness even further for Ever Clean.”
Ever Clean UK say: “We are thrilled with the success of the first season of Existential World of Cats, which resonated so well with cat owners and social media audiences alike. The engagement and positive sentiment we received have been incredibly rewarding. We are excited to bring this delightful series back for a second season and look forward to continuing our partnership with Channel 4 and OMD Create EMEA to deliver even more educational, relatable, and funny content that connects with cat lovers everywhere.“
Nate Norrish, Head of Create OMD EMEA adds: “'We are delighted to bring back the online series Existential World of Cats with Ever Clean and Channel 4. The series embodies what we know and love above hilarious online cat content and is the perfect opportunity and format for Ever Clean to spread their cat expertise to a wider audience. We’re so excited for season 2!”
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About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.
With a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.
In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.
From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests £5m in training, development and learning opportunities annually and this will double to £10m by 2025.
Channel 4 has the UK’s biggest free streaming service. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.
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