Wag N Wash Brand Awareness Campaign

Challenge:

Wag N’ Wash, a subsidiary of Pet Supplies Plus, needed to carve out its own brand identity while building awareness and community engagement. The challenge was to grow an Instagram presence that felt playful and trend-driven, while staying connected to the larger Pet Supplies Plus audience.

Goal:

Develop a bold, repeatable awareness strategy that could rapidly grow Instagram followers, increase engagement, and scale reach. Our north star was to surpass 50K+ followers across Facebook and Instagram, 5M users reached, and 1.5M engagements within the Boost program.

My Role:

As Director, I led strategy and execution oversight, guiding my team in building quarterly campaign roadmaps, developing on-brand creative, and managing paid campaign structure. I coached strategists and media planners through performance optimization and creative testing, while empowering content creators to lean into irreverent, trending formats that resonated deeply with pet lovers.

Key Results:

Instagram Growth: +48% follower increase
Reach: 3.8M users reached
Impressions: 4.8M+ impressions delivered
Engagements: 916K+ engagements
Page Likes: 196K+ page likes
Cost Efficiencies: $0.04 per engagement / $0.15 per page like
Click Through Rate: 5.26%

This campaign gave my team the opportunity to push into cultural moments with a playful voice and bold creative. By combining trend-driven storytelling with performance-focused paid strategy, we built momentum that continues to fuel Wag N’ Wash’s growth.