We caught up with the owner of the nation’s most beloved pooch, Cookie, to talk about all things projects, social media fame and the desire to win over more hearts in new, Cookie-led campaigns.
Check out the full interview below!
1. Tell us about yourself, your fur baby, and how you started to build your following.
I work as a dog behaviourist. I also teach dogs tricks and have worked with my dog Cookie on TV and social media which I began after winning the dog category of ‘Amazons Pet of 2018’ where Cookie counts on a bell!
Cookie is an extremely smart dog with a big personality. She loves to learn new things and show her skills.
Posting about her life and the work she does created interest immediately. Consequently, my following began to grow.
2. What made you decide to start posting your pet on social media?
I wanted to show people that the possibilities of what dogs can learn are endless. Cookie is a smart dog and absolutely adorable. I thought that people would enjoy seeing her tricks and acting abilities.
I think there is so much we have yet to understand about a dog’s capabilities, we are learning all the time of the incredible skills dogs have. Just this month they have found that dogs can detect stress from their owners and in 2020, we found they can detect covid! They have fantastic problem solving skills, but there is so much we don’t know about dogs.
3. Which platforms do you predominantly use? Which is your favourite?
I predominantly use Instagram. I used Tiktok very briefly but I found far better engagement results from Instagram.
4. What type of content works best for your audience?
A do a combination of Reels, Stories and Posts but find that Reels generally get the widest audience and most engagement. Reels tend to show her talents and personality which I believe is why they generate better results.
5. How would you define “influencer marketing”?
Good question, making connections between different audiences, brand audiences, fan audiences, etc.
6. Have you and your pet worked with brands before? How do you decide which brands to work with?
We get bookings regularly, working for the following household brands including: Amazon, Aldi, British Seniors Life insurance, Matalan, Krispy Kreme Doughnuts, Forthglade, and Pets at Home, just to name a few.
She has also featured on tv shows including Crufts for best trick of 2020. In terms of decision making, Cookie knows when the right project comes along (and she counts the money lol).
7. How do you think pet influencer marketing is different from traditional influencer marketing—other than the obvious species difference!
Pets appeal to a wide variety of people. Pets connect with people in a different way, often far more than people do. Many owners will spend money on their own pets that they would not spend on themselves.
Over the next 12 months the world has many challenging times ahead with most having less disposable income however people absolutely love their pets and will provide them with the best that they are able to afford. That may mean in some cases changing brands and people looking for other options so social media will be as important as ever in showcasing products to new audiences.
8. How do you think pet influencer marketing became so popular? And how do you think it will change over the next 12 months?
I would imagine social media may become even more saturated so it will be the opportunity to think a little bit differently and more creatively. Customers/followers, fans and fans of brands will want to see more authentic connections. And people will need to see happy activities instead of all the misery on the news! That’s a big part of why we do what we do.
9. Do you use any software to help create and edit your content?
I use CapCut mainly to produce Reels. It’s a free app and allows me to change speed, edit, and add effects to my videos quickly.
For photography, I use Lightroom to edit my photos.
10. Which other influencers inspire you?
There’s so many out there but @hi.this.is.tatum would be my favourite account.
11. Where do you see your channels going in the future?
I intend to branch out. I’m at the 20,000 mark with @cookiecockerpoo. I intend to work with more brand partners moving forwards and I’m interested in developing campaigns…it’s not that I’ve focused on much at all but Cookie is looking forward to working on cool projects.
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