To advertise its HomeHawk security camera, Panasonic was working with Robert Douglas and Boris Litvinov, two former Dentsu Media leaders who together founded the full-service agency Left Off Madison.

The agency team relied on market research company MRI-Simmons’ audience data, intending to find probable home security device buyers and place them in an audience segment. But after scrutinizing the data, they discovered something surprising: Tropical fish and reptile owners were buying the product and mounting the security camera on tank walls to observe the animals.

Douglas and Litvinov collaborated with social media influencers in the tropical pet community to create content and test how well it performed relative to home security content.