TomboyX was concerned that an external agency wouldn’t capture the strong brand voice and vision they’d carefully created. They wanted to grow their e-commerce sales—but not at the expense of letting go of their core message and audience.
Expanding the Reach and Audience for Pet Conscious
Our client, Canna-Pet, recently founded Pet Conscious, a non-profit organization starting from the ground up with no social presence or awareness.
Our biggest challenge was to increase the brand awareness of the organization by leveraging our social media skill-sets and influencer relationships that we had established with the parent company Canna-Pet. Our goal was to create the social media accounts and build the social following of Pet Conscious through our influencer relationships and organic social engagement.
The Social team kickstarted the social media efforts for Pet Conscious, creating a Facebook and Instagram account. Our PR team was then able to reach out to our established relationships in the pet influencer space to facilitate posts on their social media accounts, targeting Instagram in particular. In addition, our PR and Social teams collaborated to find the best new opportunities in the pet influencer space to reach out to directly from the social media accounts. Our goal was not only to increase the following, awareness, and engagement with the new non-profit organization, but also to facilitate quality photos that can be used on the new social media accounts.
We conducted outreach to influencers who we have previously partnered with to introduce to Pet Conscious and have them share about the launch on their Instagram. In one month, we were able to reach out to and work with 20 influencers to help get the word out about Pet Conscious. We shared key messaging about the new foundation including its mission statement and the work it is facilitating with rescue organizations across the U.S.
In addition, we sent each influencer Canna-Pet product as well as Pet Conscious branded poo bags.
As a result of our outreach, we secured 20 pieces of influencer coverage in the form of Instagram posts including mentions of not only Pet Conscious, but also Canna-Pet in one month! All of the influencers we worked with have large followings between 10,000 to 50,000 with a highly engaged audience. These influencers contributed to the growth in the Pet Conscious following, which over the span of three months has grown from 0 to 6,900 followers.
The client really values the influencer coverage we have secured and sees the impact of partnering with influencers in this space who are in the micro-influencer tier and have a more engaged audience.
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