Campaign for Everypaw Pet Insurance
David Baddiel: Cat Man
A multi-platform social campaign built to support and amplify Channel 4's three-part factual series, presented by David Baddiel and sponsored by Everypaw Pet Insurance.
Campaign for Everypaw Pet Insurance
A multi-platform social campaign built to support and amplify Channel 4's three-part factual series, presented by David Baddiel and sponsored by Everypaw Pet Insurance.
The Cat Man campaign was a multi-platform social media initiative developed by Everypaw Pet Insurance to support and amplify the broadcast of the Channel 4 series “David Baddiel: Cat Man.” Presented by David Baddiel, the three-episode factual series explores the personalities, stories, and lives of cats across the UK. The digital campaign aimed to extend the reach of the show beyond television, building anticipation before the broadcast, encouraging viewers to tune in during the airing, and engaging cat-loving audiences online after the episodes aired, across Instagram, TikTok, Facebook, Threads and YouTube.
Drive awareness and excitement for the Channel 4 premiere.
Convert social engagement into tune-in during broadcast.
Sustain audience engagement beyond the premiere through on-demand and social momentum.
I led the Cat Man campaign across three core areas: developing the social strategy, coordinating production, and executing the rollout across platforms.
Developed the social media strategy supporting the broadcast. Planned the campaign structure, including teaser content, countdown posts, behind-the-scenes videos, and post-episode engagement, and created the editorial calendar guiding the rollout across platforms.
Coordinated the development of teaser concepts and a 15-second branded broadcast ident used during the show, overseeing the process from initial creative ideas through to final edit, ensuring content aligned with campaign strategy and brand messaging.
Managed the rollout of campaign content across social platforms. Planned and executed influencer collaborations to extend reach into cat-focused communities, monitoring engagement and adapting content to maintain momentum.
The strategy moved through three phases, designed to build anticipation, capture the moment of broadcast, and cement long-term audience loyalty.
Cryptic teasers and relentless countdowns seeded mystery and drew audiences in ahead of the premiere.
Anticipation converted into action through aggressive episode releases and strategic influencer partnerships that led the social conversation.
The campaign moved beyond the premiere, turning viewers into advocates through purpose-driven storytelling and sustained on-demand momentum.
By blending narrative-driven entertainment with authentic creative intent, the campaign proved that content crafted with purpose doesn't just cut through the noise, it captivates and connects.
Total views across TikTok, Facebook, YouTube, and Instagram
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The Cat Man campaign supported the promotion of David Baddiel: Cat Man, presented by David Baddiel and broadcast on Channel 4, through a multi-platform social media strategy developed for Everypaw Pet Insurance. The campaign combined teaser content, social media storytelling, influencer collaborations, and branded video production to engage cat-loving audiences and support the broadcast of the series.