Why Does My Cat…? A Window Into Cat Behavior Marketing Website

Overview: As one of the most recognizable pet food brands, Purina has a strong presence in the market, but its online presence is dry and corporate. The company seeks to enliven its online presence and engage a new generation of pet owners.

Approach: One of the ways a brand can build value is to offer useful information to its audience. As of this project, Purina hosts 13 articles on cat behavior on its website, and while these contain important and reliable information for cat owners, their bland presentation suggests an opportunity for a more fun approach to hold users’ attention and encourage them to share the content. “Why Does My Cat…?” is a minisite designed to market the Purina brand by providing insights and tips for cat owners in an entertaining format.

Research:  Researching common search engine queries beginning with “why does my cat” led to a set of 25 behaviors that many people are curious about. Sketches aimed for a charming illustrative style that could be easily drawn and animated, enabling quick production both for the site launch and for future additions to the site’s library of questions and answers.

Exploring Cats’ Minds:  Brief articles about cat behavior build trust in the Purina brand, while the friendly cat animations and exploratory format add warmth and fun for a socially shareable experience. The articles are formatted to be concise and easy to digest, with a clear hierarchy highlighting each question, its answer, and further explanatory details, including links to supporting content. This design makes relevant information accessible while streamlining what appears on the page. Additionally, the name of the site strategically leverages the start of a common search engine query amongst cat owners, i.e. “why does my cat.”