Despite enormous online interest in cats and kittens you may be surprised to learn very little of it is directed at what to feed them. Happily, by digging into what people are searching for on Google and watching on YouTube the topics presented themselves: breeds, buying, behaviour and care.
In collaboration with AMV's planners we discovered that the problem we were trying to solve was: when does a kitten graduate to becoming a cat? AMV's answer: Kitten Kollege.
Then working closely with AMV Creatives Mike Crowe and Rob Messeter we developed this idea in a fully formed, highly discoverable content strategy for YouTube.