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Arm & Hammer taps Bluewire Media for Viral Music Video

The creation of a new campaign with social media influencer & cat rapper iAmMoshow.

The video has over 12M views across all social channels!

Arm & Hammer taps Bluewire Media to bring their new campaign with social media influencer & cat rapper iAmMoshow to life.

The musician has released a YouTube video today that features his five cats and promotes Arm & Hammer Clump and Seal Slide cat litter, Steve Acito of Bluewire Media was flown to Portland, Oregon, to shot and direct the music video. The piece was edited at Bluewire Media’s studio and edit suites in New Jersey.

As in his videos, the rapper uses catchy lyrics to spread his positivity and love for cats. In “Slide,” he tackles one topic of cat ownership that is often dreaded, cleaning the litter box.

With more than 420,000 Facebook followers and most recognized for his “Cat Bath Rap,” “Cat Emotions” and “Cat World” videos, iAmMoshow has built a strong online community to support a love for cats.

“We've launched the video and plan to communicate through multiple channels,” Joe tells Marketing Daily. “It's featured on our Facebook, Instagram, YouTube page, website, and through iAmMoshow’s social media. In addition, we’ll reach out to those who signed up for our newsletters and online community”

Arm & Hammer’s ad agency, The VIA Agency, helped create the social posts after the video was produced.

“It was important to us that iAmMoshow remained his authentic self, so we limited our creative input and let his talent speak for itself,” she says. “We worked with a great video production company, Bluewire Media, to shoot the video in Portland, Oregon.”

Various media outlets and professional publications have run articles on the project. Here are some links to those articles:

About iAmMoshow, The Cat Rapper™

iAmMoshow is the internet’s premiere Cat Rapper. Born and raised in inner Baltimore, MD he combined his passion for rap and cats to defy the odds and build a name for himself. Some of his most popular songs include Cat Bath Rap, Cat Emotions and Cat World and he currently has three albums available on YouTube, Spotify, Google Play, Amazon Music, Deezer, Apple Music and iHeartRadio.

Currently living in Portland, OR with his 5 cats – Black $avage, Sushi, Tali, MegaMam, and Ravioli – iAmMoshow is on a mission to inspire the world, sharing with others the lessons he has learned, to not give up on yourself and follow your dreams, no matter where they take you. To learn more, check out and follow @iammoshow on Instagram. Don’t forget to tag #BeautifulCatLadyWednesdays.

About ARM & HAMMER™ For more than 170 years, ARM & HAMMER™ Baking Soda’s familiar orange box has been a trusted fixture in both the refrigerator and home. The brand was founded in 1846 when Dr. Austin Church and John Dwight began to produce and sell sodium bicarbonate under the ARM & HAMMER™ brand name. Today, Church & Dwight, Co., Inc. manufactures various cleaning, freshening and deodorizing products for the home, family, pets, and body under the iconic ARM & HAMMER™ brand name. For more information visit

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