Mary Lauren Anderson
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ASPCA: Ask the ASPCA...I just adopted a kitten, now what?

Brief Summary
Pet care resources can be overwhelming, with a lot of conflicting information and expensive products to buy. Luckily, the experts at the ASPCA can help make sense of it all.
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Overview
The ASPCA is known not only for providing critical support to animals in need, but also as a one-stop resource for all pet-related information. With a library of popular articles, I pitched the concept of bringing some of the most popular articles to life. With kitten season a popular time for less experienced adopters to add a new member to their family, this timely article made sense to transform into a video that was ready for social media and the ASPCA website.


My Role
Producer, writer, shooter, and editor


The Challenge
How do you whittle down a vast amount of resources and tips into an engaging video for social media that is not only fun, but informational?


The Process
I first worked with the ASPCA digital team to identify which articles were popular enough to turn into videos. After creating a short list, I worked with the content team to prioritize and schedule the topics based on seasonal themes for the greatest impact. When it was time to complete the kitten video, I started by drafting a video script based on the article’s content. After a few revisions and drafting of a storyboard, I reached out to the cat staff at the ASPCA shelter to help identify a subject matter expert. After connecting with Adi Hovav, Senior Behavior Counselor, we prepped for a scripted shoot with her as the onscreen expert and she then reviewed the script for accuracy. I managed the shoot with Adi, and once that was complete, I got to do the fun part--play with kittens! I collected b-roll of bouncy, playful kittens, interacting with different toys, food, and carriers based on the script. I then edited the video based on the storyboard, and worked with the social media and content teams on distribution.


The Solution
A light-hearted yet informational video that balanced energetic kitten visuals with easy-to-digest takeaway tips.


Impact
The video received over 5K views on YouTube and acted as a dynamic content block in the content calendar.


Final Product
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