Case Study

Catalyst Pet

Smarter ads. Greener
homes. Happier cats.Smarter ads. Greener homes. Happier cats.

Snackable social ads that say everything

Content Strategy

Campaign Messaging

Social Media Creative

Video Production

UGC Optimization

A/B Testing + Analytics

Partnership

Catalyst Pet, a maker of sustainable cat
litter, needed a stronger way to bring its
eco-friendly story to market. IMM built a
flexible content strategy built to test, learn
from, and scale what resonates most.

Catalyst Pet, a maker of sustainable cat litter, needed a stronger way to bring its eco-friendly story to market. IMM built a flexible content strategy built to test, learn from, and scale what resonates most.

Work

Catalyst had strong user-generated content (UGC), but lacked cohesive messaging—they needed on-brand, original storytelling that preserved their UGC credibility while building long-term brand equity on social.

Catalyst had strong user-generated content (UGC), but lacked cohesive
messaging—they needed on-brand, original storytelling that preserved
their UGC credibility while building long-term brand equity on social.

We started with strategic deep dives on Catalyst’s unique selling points (USPs), an audit of their current state creative, and forged a plan for low cost, high-impact content designed to stop the scroll.

We started with strategic deep dives on Catalyst’s unique selling
points (USPs), an audit of their current state creative, and forged
a plan for low cost, high-impact content designed to stop the scroll.

We launched a branded campaign around a “cat litter revolution” with social video, testing single + combo USPs to isolate winners.

We launched a branded campaign around a “cat litter revolution”
with social video, testing single + combo USPs to isolate winners.

Outcomes

IMM delivered an asset library to improve ad performance on Meta, boost creative velocity, and lower production cost compared to traditional shoots.

IMM delivered an asset library to improve ad performance on Meta, boost
creative velocity, and lower production cost compared to traditional shoots.

The targeted USP testing identified messages driving engagement, enabling Catalyst to leverage their UGC authority while articulating product benefits more clearly to their digitally-native audience.

The targeted USP testing identified messages driving engagement, enabling
Catalyst to leverage their UGC authority while articulating product benefits
more clearly to their digitally-native audience.

6 mo.

over 6 months of social content

Twelve

Tested 12 USPs in-market

50+

delivered 50-piece asset library

Map the opportunity

We ran a strategy sprint to map Catalyst Pet’s USPs and journey, finding current UGC lacked a unifying narrative to scale brand recognition across audiences.

We ran a strategy sprint to map Catalyst Pet’s USPs and journey, finding current
UGC lacked a unifying narrative to scale brand recognition across audiences.

Benchmarks from in-market social creative informed our hypothesis framework and drove which USP pairings to validate in A/B testing.

Benchmarks from in-market social creative informed our hypothesis framework
and drove which USP pairings to validate in A/B testing.

Create, test, refine

Creative focused on short-form video and branded assets that could be created quickly and at low-cost, preserving authenticity while adding message clarity.

Creative focused on short-form video and branded assets that could be created
quickly and at low-cost, preserving authenticity while adding message clarity.

We structured tests to isolate USP performance—quality, eco credentials, odor control—so winning messages could be scaled without diluting impact.

We structured tests to isolate USP performance—quality, eco credentials,
odor control—so winning messages could be scaled without diluting impact.

Scale what works

Creative was pushed to paid social with rapid iteration: scale, measure, tweak, and repeat. Meta performance drove which formats + messages to amplify.

Creative was pushed to paid social with rapid iteration: scale, measure, tweak,
and repeat. Meta performance drove which formats + messages to amplify.

IMM’s playbook enabled Catalyst to keep their UGC authenticity while layering a scalable, brand-forward system for long-term growth.

IMM’s playbook enabled Catalyst to keep their UGC authenticity while layering
a scalable, brand-forward system for long-term growth.

See all work

Smarter ads. Greener homes. Happier cats.Smarter ads. Greener homes. Happier cats.