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.
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
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.
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
