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Pet Supplies
ARM & HAMMER™ Cat Litter
ARM & HAMMER™ Cat Litter grew its Kitty Krew community past 100,000 members, turning happy customers into an always-on source of reviews, advocacy, and consumer insight.
About
ARM & HAMMER™ Cat Litter makes innovative, odor-controlling litter for a fresher, more pleasant litter box.
The Challenge
ARM & HAMMER™ Cat Litter wanted to build loyalty with its happiest customers, turn them into advocates, and capture real insight about the people who buy it.
The Solution
ARM & HAMMER built the Kitty Krew on TrueLoyal, a brand-owned community where customers connect with the brand through personalized offers, discussions, and activities, all built on first-party data. It doubles as an always-on insight channel, feeding decisions from packaging to supply chain, and an advocacy engine that mobilizes loyal customers to share reviews, photos, and videos that drive new purchases.
The Result
In building the Kitty Krew, ARM & HAMMER™ Cat Litter drove:
100,000+
community members
5,300+
reviews created
"We have a community where we can talk to people all the time, and we want them to spread their love for ARM & HAMMER™ Cat Litter. We can actually disrupt the environment and disrupt our competitors. We have these loyalists that we want to get the message out, to speak on our behalf, and in a more organic way than a brand trying to be the voice. We let our consumers do that for us."
Shonda Brown
Senior Associate Brand Manager | ARM & HAMMER™ Cat Litter