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  • Why is animal-led advertising so appealing?
  • Why is animal-led advertising so appealing?
    Valerie Elash (2018) ©
CASE STUDY

The Dog Agency: fostering fame for furry influencers

As the dogs and cats of Instagram gain sizeable followings, brands are clamoring to tap these furry influencers’ audiences. Recognizing that most pet owners are unsure about contracts and legal requirements, The Dog Agency is helping to manage the fine print.

Location United States

Scope
In 2015, Loni Edwards found herself in a situation that’s become increasingly common among social media-savvy pet owners. Her mini French bulldog, Chloe, had become Instagram-famous. And she wasn’t just getting attention from adoring fans – she was being sought out by brands who wanted to partner with her for sponsored posts, paying anywhere from $3,000 to $15,000 each. [1] Chloe had become a star in her own right, and as Edwards began navigating the often-confusing world of contract negotiations, she realized that just like the many human influencers who were new to working ...

Canvas8

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