Influencer Advisory™For Marketing Leaders at Pet Brands
Turn the Pet Creators Owners Already Follow Into Repeat Orders
We find the pet creators your buyers trust, have their own pets try your product on camera, and track every order back to the creator.
Campaigns for 55+ brands · TacPack: about $10,000 in first-year revenue from one post
Most pet creator deals buy a cute video and no second bag
A famous pet account posts, the views are huge, and the reorders never show up. So creators get filed as fun, but not a sales line.
Why most pet creator programs stall
“The video went viral but nobody bought”
Why it happensPeople watch funny pet videos for the pet. Most of those viewers do not own that kind of pet or buy for it.
“Owners asked if it was safe and nobody answered”
Why it happensPet owners worry about what goes in the bowl. A quick ad with no story about the pet gives them no reason to trust it.
“We picked dog creators for a cat product”
Why it happensLists get built from follower counts, not from which pets are in the videos and how old or how big they are.
“One bag sold, then no reorders”
Why it happensThe video showed the first try. Nobody came back weeks later to show how the pet was doing.
“We can’t tell which creators sold anything”
Why it happensOwners buy later at the pet store or on Amazon, so the sale never touches the creator’s link.
“Every campaign starts from scratch”
Why it happensNobody keeps a list of who sold last time, so the creators who worked never get booked again.
Why we started
We realized this old system was not the way that the most successful companies were doing things. We learned this first hand.
We ran an influencer agency first, then a talent agency. Neither one worked for the brands we served, so we built something new.
First Didn’t work
We were an influencer agency
When we ran as an influencer agency, we would reach out to a thousand creators, hear back from about 50, and end up with three influencers who were actually good.
Then Didn’t work
We were a talent agency
When we ran as a talent agency, we managed our own roster, but every time a client handed us a really niche avatar, we were stuck choosing from the same 50 people.
Now What works
So we built our new method
The foundation of this boils down to building connections at scale with influencers and keeping them, and then scaling them without an operational nightmare.
How we run influencer marketing for pet brands
Three steps, and every one of them ends in a number you can count.
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1
Find pet creators your buyers already follow
We pick creators by the pets in their videos, their size, age and breed, and by who watches. A cat product goes to cat homes.
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2
Show your product with their own pet
Each creator films their own pet trying it, in their own home, with no script. A follow-up shows how the pet is doing weeks later.
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3
Track every order, then book the winners again
Every creator gets their own link and code, online and for Amazon. The creators who bring reorders get booked again.
Examples
Two campaigns we ran, and one category we took apart from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not for pets
Pet food, treats, supplements, toys or gear
Size
Under $10M a year
Doing $10M+ a year
Creators
Never worked with a creator and no plans to
Already send product to pet creators, or ready to
What you count
Views and likes
Orders and reorders you can count
If that isn’t you yet and you still like where this is going, message us and we’ll refer you to another agency or tool.
Who we are
We originally started in the media space helping YouTubers improve their content. We know firsthand exactly what it takes to make good content.
YouTubers we helped include Football Fundamental, Ground Glory and Kevin Aquatics, and we helped them implement systems that allow them to earn more.
We started Influencer Advisory around a pretty simple observation that influencer marketing is a fragmented industry.
After being in the influencer agency space, we noticed that it’s fragmented, unreliable and inconsistent, which is why it doesn’t actually become a staple marketing channel for most brands.
That’s what led us down the rabbit hole of looking through 6,200 plus interviews with CMOs, running campaigns for 55 plus brands, and learning what actually works in the influencer space.
Get a free audit of your pet creator program
See which pet creators your buyers already follow, and what they would sell for you.