Back in 2014, every company on the Internet seemed to be appropriating online pet culture; apart from pet brands. I led Google's relationship with Mars and AMV BBDO throughout the inception and development of Kitten Kollege; personally advising on Search and Video audience behaviours by applying machine vision to identify relevant annotations with high platform demand but limited supply.
Due to the time elapsed since the original inception of the project I can fortunately divulge some of my specific findings. Demand for "training" and "educational" visual content was outstripped by "play" and "cute" content by a factor of over 200:1. In both dog and cat content, aggregate search queries on breed amounted to >70% of volume, suggesting people don't own a dog/cat - they own a labrador/tabby. The concept of "cat food" juxtaposes that consumer reality. Amongst further findings, through use of NLP I uncovered the surprising early emergence of pet slang across digital fora, comprising vernacular such as, "smol puppers & kittis" for "small puppies & kittens". The case study is available.
Six years later, iterations of our work are still in use by the brand, and our campaign has gone on to win a Lifetime Effectiveness Grand Prix at the APG awards in 2019.