Litter-Robot (Whisker)
01 — Project details
The client asked for an Instagram Reel and a meme, featuring the Litter-Robot 4. The goal of the posts was to highlight how futuristic and high-tech the product is, as part of Litter-Robot/Whisker's "The Future is Feline" campaign.
02 — Creative process
Before shooting the content, I took some time to brainstorm which, if any, of my existing viral content loops paired well with this product. This helped me find the best angles and approach to get my audience engaged.
Built in Scrimpus's signature surrealist style: the Litter-Robot as a UFO abducting Scrimpus positioned the product as high-tech without a single spec or sales line. Because it read as a meme first and an ad second, people spread it like a meme, with 644 shares and 106 reposts. This turned one post into earned distribution across feeds the brand couldn't reach on its own.
The format was built to bait replies, and it worked: 55 comments on a 4.6K-view Reel, more than double the brand's average comments per post. One in three people who liked it commented.
+1055%
Engagement rate vs brand average
3x
Likes vs. brand average
664
Shares · 4.3% share rate