Pawp Social
During my time at Pawp, the company was evolving quickly, and the fast-paced start-up environment meant everyone wore multiple hats to keep things moving. Although my main role centered on brand and design, I saw an opportunity to contribute in another meaningful way by taking on the management of our social channels. I had both the bandwidth and a genuine interest in social strategy, so I volunteered to lead the effort.
With my manager’s support, I created a pitch deck outlining my vision for Pawp’s social presence, including competitor research, trend insights, and a clear plan for how the transition would work. I’ve included that deck below to highlight the thinking, strategy, and groundwork that shaped my approach to running Pawp’s social accounts.
Diving In
Once I had approval to take over Pawp’s social accounts, it was time to get to work. I wanted to experiment with new ideas while also refining the posts and series we were already running. This creative freedom allowed me to elevate both the visuals and the concepts behind each campaign, giving our social presence more depth and personality.
Two of my favorite campaigns, featured below, were developed in collaboration with some of the veterinary technicians on our team. For each video series, I created the initial concept and drafted a basic “script” that left room for their own creativity. I then edited the video assets they provided and added design elements to bring the series to life. The first, “Bone Appétit,” showcased a vet tech sharing homemade recipes for her dogs. The second, “Bark to School,” highlighted a certified trainer demonstrating routines with her own dogs that our audience could try at home.
These series not only added original, custom content to our feed but also helped increase engagement in meaningful ways. Under my leadership, campaigns like these contributed to 125% year-over-year growth across Pawp’s social channels, demonstrating the impact of thoughtful creative collaboration and strategic content development.
In addition to the video series highlighted above, I launched several recurring post series, including “Breed Spotlight,” “Pawp Pro Spotlight,” and “Did You Know?” These series helped bring consistency to our feed while sharing brand knowledge and fostering a sense of community with our audience.
Below, you’ll find samples from these recurring series, along with some of my favorite standalone posts that I designed from concept through to final execution. Together, they showcase the variety, creativity, and strategic thinking that shaped Pawp’s social presence under my leadership.
