Objective: Improve cat related sales and customer engagement through social media. We created the Caturday puppet/animated web series to both prompt and feature UGC from passionate cat parents, in partnership with VivaLaPuppet. We featured hand-made segments that highlights UGC as well as actual cat sponsors and products for purchase. We featured unique and unexpected stories and interactions with the fan community. During the run of this social media program we received over 400,000 collective views and shares across all episodes and channels.