Wag N Wash Local Influencer Campaign

Challenge:

While Pet Supplies Plus had a strong influencer program, its subsidiary Wag N’ Wash lacked a clear direction for creator partnerships. The brand needed a strategy to authentically connect with local communities and grow awareness through relevant, trusted voices.

Goal:

Develop and launch a scalable influencer strategy that would build brand affinity, strengthen community engagement, and expand Wag N’ Wash’s presence on Instagram.

My Role:

As Director, I created the influencer strategy from the ground up, defining the playbook, selecting and vetting creators, and ensuring alignment with Wag N’ Wash’s bold, playful voice. I led my team in developing briefs, managing partnerships, and tracking performance, while providing strategic oversight to guarantee content resonated with local audiences and delivered measurable results.

Key Results:

Expanded Reach: +67% increase through influencer partnerships
Reel Interactions: +111% growth in Reels engagement
Community Impact: Established authentic local connections with pet owners through community-based creators

Results in Context:

The influencer campaign not only expanded Wag N’ Wash’s reach by 67% but also fueled a 111% increase in Reel interactions, underscoring the power of pairing creator content with trend-driven formats. More importantly, by partnering with local influencers, we positioned the brand as a trusted community presence, building stronger affinity and laying the groundwork for long-term engagement.

Influencer marketing is most powerful when it feels authentic. By guiding my team with a clear strategy and empowering creators to bring their voice to the table, we built meaningful connections between Wag N’ Wash and the communities it serves.