A meow-ified campaign to educate on system updates.

Project Overview

The Challenge. Getting that notification that once again it’s time to update your phone or computer never ceases to be annoying. My computer works just fine, you think to yourself, and put off the system update for another day. Unfortunately for such update procrastinators, delaying updates can put users at risk of all kinds of nasty Internet threats. And running system updates regularly is arguably the most important thing you can do to stay safe online. For the National Cyber Security Alliance (NCSA) and Intel, there was no more important message get across to Internet users during 2018’s holiday season. But as much updates help us stay safe online, public opinion on the matter, or so it seemed, was all but settled: updates suck. To get the message across to update-skipping users everywhere, Intel and the NCSA needed to make it not only informative, but entertaining to Internet audiences.


The Solution. To get our update message across to discerning Internet audiences, we needed to do like Mary Poppins, and add a spoonful of sugar to help the medicine go down. The answer? The internet’s favorite animal: Cats.


Brand System
Website Design

Our Three Areas of Attack

[tabbed_section style=”default” alignment=”center”][tab title=”A Killer Message” tab_id=”1580411470650-8″ id=”1580413127290-8″]

We meow-ified Intel’s update education with messaging that was both informative and entertaining, relying on a killer pun
to serve as our call to action and unifying hashtag: #UpdateMeow.

[/tab][tab title=”Mobilizing Petfluencers” tab_id=”1580411470741-0″ id=”1580411716596-5″]

Exposure was maximized by partnering celebri-cats all over the Internet. These petfluencers were the perfect messengers for our cat-friendly update education. They added a spoonful of sugar to the education, and met our audiences on the very phones, tablets, and computers that needed updating.

[/tab][tab title=”Securing Partners” tab_id=”1580411493689-5″ id=”1580411716619-9″]

To tap into the NCSA’s network of 1,500 partners, we created content kits featuring blog posts, social media graphics, and messaging guides these allies could use to spread awareness and educate their followers about the #UpdateMeow campaign.