Building A Brand Through Community, Not Just Advertising
The brand was approximately two months old and needed awareness, credibility, discovery and distribution.
Instead of relying primarily on paid advertising, we identified where pet owners already spend their attention — pet parents, pet influencers, local communities and pet events.
- Pet-parent collaborations
- Barter influencer strategy
- Pet influencers
- Local pet communities
- Pet events
- Offline promotion
- Online content
- Product education
- Purchase guidance
- Strategic content distribution
Organic & community-led growth (90 days)
- 4.23M+
- views
- 481,248
- viewers
- 220,447
- interactions
- +2,278
- net followers
- 97%
- non-follower views
- 3.6M
- Reel views
4.23M+ views in 90 days, generated primarily through organic and community-led growth. Paid acquisition was introduced only recently, during the final week.
Paid acquisition (introduced late)
- ~15×
- more leads vs. previous baseline
Meta Ads were introduced in the final week of this period. This lead result reflects paid acquisition only — it did not generate the 4.23M+ views above.
The brand established significant discovery and audience growth before scaling paid acquisition.
"First build attention. Then scale acquisition."
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