Working for TBCH, on Three, this was the digital follow up to the hugely successful 'Pony' campaign: an eDM to get people to go to the #SingitKitty app. The eDMs worked brilliantly, seeing a 32.3% open rate – 10% higher than the DM benchmark of 22%. On launch day, #SingitKitty trended highly on Twitter: a month in, over 5 million people had seen the ad on YouTube.