Uberdog

Uberdog is the only one-stop pet service company that offers unique canine experiences delivered by knowledgeable pet lovers. Uberdog provides personalized health, wellness, and overnight care experiences for dogs of all ages, sizes, and breeds across the Greater Toronto Area, and was voted Toronto Star’s Best Pet Boarding & Daycare.

OVERVIEW:

Created and executed social media strategies to differentiate Uberdog and Gustav Pet Concierge from competitors and build a community of Toronto pet parents through consistent, entertaining, and educational content.

Authenticity

To position Uberdog as an authentic, humble, and pet-centric brand, I created and implemented a social media campaign called, “Meet My Human” which highlighted different Uberdog team members from the perspective of their dog. The goal was to humanize the brand and its employees while building on a community of local pet parents.

Engaging Content 

By looking at past post insights, I discovered that Uberdog’s audience was interested in relatable and entertaining content, regardless of where they were in the buying cycle of pet services. By repurposing and creating content in fun, entertaining/ relatable ways on social media (such as memes) we could generate more buzz and better educate the audience on Uberdog’s premium pet services. In addition, IG reels and stories supplemented these efforts.

Storytelling elicits emotional responses in pet parents. More emotion = more engagement. By asking open-ended and authentic questions in captions, our audience helps prompt emotional responses (I.e. What does your dog mean to you?)

Uberdog’s Gen X and millennial audience responded well to content that evoked emotion and positioned pets as valued family members with a 43% increase in Instagram engagement.

Social Planning

To produce a big impact on a small budget, Uberdog needed to take advantage of social trends and national holidays. I created a monthly social media content calendar with important dates, wrote copy and created Canva templates to service this initiative, and continuously monitored for new opportunities in the industry to add.

I was also able to produce exclusive footage for Uberdog’s social channels. I edited raw video into shorter, more digestible clips and looked for opportunities to make older content relevant once more around holidays, seasons, and services. With planning and calendars, content was no longer forgotten the moment it finished the production cycle, bringing better ROI.

Strategy & Tactics:

• Edited raw video into short, social-friendly clips for Instagram Reels and looked for opportunities to repurpose old content
• Created monthly social content calendars with important dates, wrote copy, created templates, and continuously monitored for new opportunities in the industry to add
• Collaborated with the team on special projects, events, partnerships, reports, and more using Google Drive

The Results:

Instagram:

• • Increased followers by 14%, content interactions by 97%, story interactions by 128%, accounts reached by 31%, accounts engaged by 1,986%, post reach by 44%, inbound messages by 59%, post engagement by 31%, and profile visits by 22%
  • Instagram Reels reached over 50K people
  • These results were achieved through consistent user engagement and highly viewed Instagram Reels.