Paws

Paws, a London-based start-up with big plans to become the UK’s largest pet wellbeing brand and secure acquisition, had no social media strategy in place to attract members to their subscription.

To achieve the steep growth targets required for the social channels, we developed a full and comprehensive social media strategy that would not only attract a high number of followers, but also maintain a quality and actively engaged audience.

The approach involved a huge amount of social listening (in pet owner Facebook groups and forums) to research and understand the audience’s habits and interests. Guided by these insights, we created highly-shareable content focused on universal humour and relatable moments that our research indicated the audience would engage with. Alongside our content strategy, we trained and assisted the Paws customer service team with a community management strategy, helping to drive tens of thousands of conversations with potential customers.