Organic Social
Instagram content and partnerships that grew quarterly organic follows 27x, without a production budget.
Client
Design for Pets
Role
Strategy & content
Year
2024–2026
Timeline
Ongoing
Insight-led content
1.8x
Saves vs. other posts
2.3x
Shares vs. other posts
2x
Reach on cat-focused posts
Challenge
For over a year, posts reached about 700 people each, and product-focused posts rarely got shared. Showing what we sold wasn't giving anyone a reason to save, share, or follow.
Approach
One post explaining cat sleep styles reached more than five times a typical post. Made "why pets do what they do" the core of the feed, turned our blog articles into carousel series that point back to the full guide, and shifted toward cat content after it consistently outperformed dog content.
Result
Insight posts earned 1.8x the saves and 2.3x the shares of other posts, and cat-focused insight posts reached twice as many people.
Partnerships
43%
Of organic follows
from 3 collab posts
12x
Reach of a typical post
3x
Likes on Living with Tails
Challenge
Growing on Instagram usually means partnering with brands and creators, and those partnerships usually run on free product. As an importer of premium pieces, DFP couldn't afford to give it away.
Approach
Built partnerships around what each side wanted instead. With other brands, turned guest blog exchanges with partners like NomoHaus and HÄDDEN into co-branded posts, so each brand reached the other's audience. For nano creators with beautiful pet-friendly homes, created Living with Tails, an interview series where each creator picks a DFP piece they love. Creators get a magazine-style feature, and followers see our products in homes they already admire.
Result
Three brand collab posts brought in 43% of all organic follows over six months, reaching 12 times as many people as a typical post. Living with Tails episodes earn about 3x the likes of other posts, at no product cost.
Co-branded posts
Living with Tails
Visual Direction
A selection of feed posts. Calm palettes, editorial layouts, and products shown the way they live in a home, made to look as considered as the spaces our audience admires.
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