TopCat PH: Facebook Content, Engagement Strategy, and Art Direction
TopCat is a newly launched cat food brand developed as the feline counterpart to the popular dog food line, TopBreed. While TopBreed already had a strong presence, TopCat’s challenge was to establish its own playful identity and connect with millennial cat owners.
Objectives
- Introduce TopCat to the market as a distinct but trusted brand
- Visual Identity & Key Visuals
- Build brand awareness and visual identity from the ground up
- Create engaging content to foster a growing online community
Role and responsibility
- Art Direction
- Visual Identity & Key Visuals
- Social Media Copywriting
- Motion Design & Animations
- Monthly Content Strategy
🛠 Tools used
- Adobe Illustrator & Photoshop
- After Effects
- Canva (for quick deployment if needed)
📅 Timeline
- 1 year
Art Direction, Tone, and Application
I developed a playful, colorful visual language to reflect the charm and personality of cats while appealing to young pet owners. Content formats included:
🖼️ Static posts and carousels
🎞️ Reels, Dynamic posts, and Promotion of E-commerce platforms
📅 Monthly themes and pet-specific observances
Engagement Highlight
Post with the most likes:
“Understanding your cat’s language” – This post resonated with the audience, offering valuable insight into feline behavior. It received the most likes, driving strong organic reach.
Post with the most comments that sparked conversation:
“World Rabies Day - Vaccination for Cats” – This informative post sparked meaningful conversations in the comments and became the most commented piece on the page, highlighting the community’s interest in responsible pet care.
Results and Key Takeaways
The contract ended in January 2025. Here are the results that came with TopCat:
- Established a consistent visual presence for a new brand
- Increased social interaction through themed engagement posts
- Built a content ecosystem that was fun, informative, and community-focused
This project allowed me to shape a brand’s online identity from essentially scratch, applying both design strategy and content storytelling to drive results in a highly visual, emotionally driven market.
