KAYTEE
Binge-Birding with Jane Lynch
OPPORTUNITY
Birding is having a moment, shifting from niche hobby to a growing lifestyle trend as more people look for simple, calming ways to enjoy nature and unplug at home.
National retailer of bird seed and backyard birding essentials, Kaytee saw the chance to lead this movement.
YEAR ONE
Kaytee launches The Birder Hub, a first-of-its-kind digital destination designed to make birding accessible and enjoyable for everyone, from curious beginners to seasoned enthusiasts.
IDEA
We brought birding into the mainstream with a social-first content program that made the hobby feel approachable and expert-backed. Anchored by two voices that capture the magic of birding, Jane Lynch delivered the “everyday birder” point of view while expert-birder Christian Cooper brought trusted guidance and credibility that helped audiences feel confident getting started.
IMPACT
- 6.2M Social Impressions
- 410M+ Press Impressions Upon Launch
YEAR TWO
Building on the success of The Birder Hub, Kaytee introduced a new-to-market smart bird feeder kit that allows backyard birders to capture, identify, and record their feathered visitors. With new technology bringing people closer to the action than ever before, we saw an opportunity to turn everyday backyard birding into must-watch entertainment.
IDEA
We brought back Jane Lynch and Christian Cooper to launch Nestflix, an entertainment-inspired campaign that transforms the real-life drama of backyard birds into binge-worthy viewing.
Playing off the familiar world of streaming entertainment, we developed a series of videos that brings the personalities, unexpected plot twists, and daily drama of backyard birding to life. Jane's signature deadpan humor and Christian's infectious enthusiasm and birding expertise make the perfect pairing, turning ordinary bird behavior into entertaining stories while showcasing the capabilities of Kaytee's new smart bird feeder.
With the product at the center of the storytelling, Nestflix gives audiences a fresh reason to tune into their own backyards, building excitement and purchase consideration while strengthening Kaytee's position as a trusted resource for birding education and innovation.
