Paws the social media strategy that drove 50,000 followers in 6 months

About the client

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

Focus area

  • Marketing
  • Social Media


  • Pet Healthcare


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.


In 6 months, Facebook audience grew from 4,000 to 55,000 engaged users

+100x ER

Content had an average engagement rate of 10-18% (0.1% is the average Facebook engagement rate)

Paws created the number one most engaged pet community in the UK (over and above bigger budget competitors)

“A transformative force for Paws’ social media. We had big social ambitions, but a modest following and no real strategy for growth. Within months, we had an audience of 50,000 highly engaged users.”

Anna Brook

Director of Brand Marketing

Next project

Protect My Pet – protecting the UK’s pets from parasites, through a solid social media strategy

Let's talk strategy
Drag Read Watch