A meow-ified campaign to educate on system updates.

The Challenge: Getting that notification that once again it’s time to update your phone or computer never ceases to be annoying. My computer works just fine, you think to yourself, and put off the system update for another day. Unfortunately for such update procrastinators, delaying updates can put users at risk of all kinds of nasty Internet threats. And running system updates regularly is arguably the most important thing you can do to stay safe online. For the National Cyber Security Alliance (NCSA) and Intel, there was no more important message get across to Internet users during 2018’s holiday season. But as much updates help us stay safe online, public opinion on the matter, or so it seemed, was all but settled: updates suck. To get the message across to update-skipping users everywhere, Intel and the NCSA needed to make it not only informative, but entertaining to Internet audiences. The Solution: To get our update message across to discerning Internet audiences, we needed to do like Mary Poppins, and add a spoonful of sugar to help the medicine go down. The answer? The internet’s favorite animal: Cats.




Marketing Campaign, Ads


All Work

A network of partners

We sent ready-made #UpdateMeow education kits to the NCSA’s network of more than 1,500 champions, and then — to really bring the message home — enlisted some of social media’s most beloved celebrity cats. Each “pet-fluencer” got a crash course on device security, and some amazing #UpdateMeow gear to use in giveaways for their fans.

Contest winners and pet-fluencers were shared a kits of #UpdateMeow swag, like socks, shirts, screeensavers and a custom plushie.

Campaign Stats


unique broadcast, print and web pieces


likes, comments, and shares in over 7,300 social media posts from all over the world


impressions and reached 51.6 million consumers on a shoestring budget