Although human and digital influencers are aplenty, pet influencers are the subsequent huge factor.
Take Rhea the Siberian Cat for instance — the fluffy feline has over 16,000 followers on Instagram, and has collaborated with huge manufacturers like Shopee and Sudio.
Certainly, Jane Peh, co-founder of The Woof Company, mentioned that pet spending has exceeded S$100 billion in 2019, and COVID-19 has pushed pet possession to a brand new excessive.
Whether or not you spend obscure quantities of time watching animal movies on-line, or religiously observe your favorite pet influencer, it’s plain that animals have an enormous presence in our lives.
Jane herself “adopted a tonne of canine accounts on Instagram” and cites it as a technique to “escape actuality”.
She additionally spends loads of time watching animal movies, and at some point it dawned upon her that pet influencers actually did enchantment to individuals.
She then puzzled if there was a approach for her to marry her love of animals together with her background in promoting, which led to the beginning of The Woof Company.
A Social Media Company For Pet Influencers
Based in 2018 by Jane and her husband Tay Sijun, The Woof Company is a social media company that specialises in pet influencer advertising.
The enterprise was merely a “aspect hustle” for the primary six months, and Jane solely went into it full time final 12 months after “gaining a sure degree of traction.”
Jane instructed Vulcan Submit that the corporate began off as a pet influencer advertising company, however quickly realised that manufacturers wanted extra than simply pet influencer advertising.
That was after they began working as a social media company, and expanded their choices into product market analysis and extra.
Now, it handles the end-to-end administration of total influencer advertising campaigns, from expertise contracting to post-campaign reporting.
The Woof Company’s purchasers are principally pet manufacturers — from international distributors to on-line pet retailers seeking to improve their presence.
The staff additionally has a excessive degree of experience within the pet trade, and is ready to present worth to their prospects by giving strategies on pet traits and insights.
Since its inception, The Woof Company has greater than 2,000 registered pet influencers from greater than 45 nations in its community.
Jane additionally shared that the company’s mixed attain has exceeded 20 million. Up to now, the corporate counts Nestle Purina, Crayola USA, Skechers and Aon Insurance coverage as a few of their purchasers.
“Some memorable campaigns embrace Dyson, Skechers (and) Crayola as these are non-pet meals merchandise, so having these manufacturers to work with pet influencers actually reveals the enchantment pets have on the tip shoppers,” mentioned Jane.
The startup additionally works with loads of non-profit organisations to carry consciousness round pet adoption.
By Pet Homeowners, For Pet Homeowners
Ardour for animals is essential to Jane, a lot in order that she continued by all of the obstacles the startup confronted in its early days.
“We lived off our financial savings and bootstrapped the enterprise, utilizing any free sources we might discover within the early days,” she instructed TechNode in a separate interview.
It was solely after they hit profitability and had enough cash to begin hiring, did they rent their first CTO, Navaneeth Sreekandan.
In line with Jane, 80 per cent of The Woof Company staff are pet homeowners, which “helps lots when deciding whether or not a marketing campaign thought appeals to pet homeowners.”
Moreover its core enterprise, Jane and Sijun have additionally began Pawjourr, a platform the place pet homeowners can redeem free samples, and evaluate and e-book grooming providers.
[Some of our greatest successes are] when pet homeowners tag us on social media with photos of their pleased pets.
Seeing precise pictures and movies of the enterprise making an affect on pet homeowners — be it creating bonding occasions between the pet homeowners and the pets throughout content material creation, the magic of making an attempt new merchandise and realizing what your pets love, or seeing pet homeowners pamper and indulge their pets with items from the marketing campaign charges they obtain from manufacturers — it makes us smile.
Jane Peh, Co-founder and CMO of The Woof Company
The founders are at present engaged on abroad enlargement for The Woof Company, in addition to constructing Pawjourr.
Jane mentioned that they’re at present in talks with a number of corporations overseas and are attempting to kind partnerships to realize easy accessibility to worldwide markets.
The husband-and-wife duo are additionally beginning to increase funds for The Woof Company’s seed funding spherical.
“The tip objective is actually to be the one web site anybody would ever want in relation to pet possession,” mentioned Jane.
Featured Picture Credit score: The Woof Company