Online drives two thirds of growth in Petcare, but it is hard for brands to stand out in digital. This paper outlines how Whiskas, part of Mars Petcare, turned a UK YouTube channel into a global brand content platform that drove sales – while helping millions of owners and pet parents around the world. The K.I.T., (Kat Institute of Technology) digital platform, combined entertaining videos of a feline Silicon Valley world with advice on pet health and care for owners. The content was informed and developed using search data and nuanced cultural insight. The objectives were to improve brand visibility and perceptions and drive sales in multiple markets. The results saw a profit ROI of 3.2:1 in the UK, the best result in Mars’ digital history, with sales uplifts across four other countries & increases in brand mentions & searches.