Sheba | YouTube Works Awards 2022

Sheba framed themselves as the solution to the near universal problem for parents of cats: the 4am feed. Sheba created a series of hilarious yet visually and audibly calming videos to capture cat owners who turn to YouTube when they struggle to get back to sleep after the familiar 4am wake up. They were able to leverage this insight and an existing consumer behavior to drive relevancy for their brand.

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