Work Sample: Dog Food Advisor

Influencer Content

Client: Dog Food Advisor

Services: Securing video content from Instagram influencer, Dr Kwane

Challenge: Dog Food Advisor was an unknown account with only 100 followers & needed to grow

Results: 60.6k impressions, 901 engagements, 25 new Instagram followers from 2 pieces of content

Summary

Two videos created with veterinary influencer, Dr Kwane, gave Dog Food Advisor massive exposure for an account with just 100 followers at the time. Each piece of content received 30k impressions & at the time of writing are still up there with the most viewed pieces of content on the Instagram account.

Background

In January 2025, I'd just taken on the Dog Food Advisor Instagram account. It was a tiny account with around 100 followers. And we needed to grow.

So, I approached dog food company, Kismet, for a collaboration. Kismet have ties with the influencer, Dr Kwane Stewart - an experienced vet who goes round helping street pets for free. His adventures are published on Instagram, where he has a following of 394k.

It wasn't long before I was speaking with Dr Kwane himself!

Action

After speaking with Dr Kwane, he agreed to film himself answering some common dog food questions for use on the Dog Food Advisor profile, with him and Kismet as collaborators.

I put together some questions for Dr Kwane, he filmed himself answering them, and I worked with our video editor to polish the content. It resulted in 2 videos...

The first answered the question: How do I transition my dog to a new food? It covered Dr Kwane's 10-day rule for a gradual transition that avoids upset tummies & was illustrated with help from a designer. You can see the video here.

The second dealt with how best to feed a rescue dog - especially one that is over or underweight. This content was timed to coincide with the holiday season, when lots of people are considering adding a dog to their family, to encourage rescue.

I coordinated outreach to 5 different rescue dog Instagram accounts for footage of real rescue dogs we could use in the video. You can see all of their adorable faces here!

I also wrote the accompanying captions & published the 2 resulting videos to the Dog Food Advisor profile.

Results

The first video answered the question: How do I transition my dog to a new food? It received 28.6k impressions & 570 interactions. It also resulted in 16 new followers for Dog Food Advisor.

The second dealt with how best to feed a rescue dog - especially one that is over or underweight. This received 32k impressions, 331 interactions & 9 new followers for Dog Food Advisor.

So, taken together, these two videos put Dog Food Advisor in front of people 60.6k times. It engaged them 901 times. For an account with only 100 followers, this was massive.

While 25 new followers (total) may seem small, note that:

This was an increase of 25% of existing followers - not too shabby!
Increasing brand awareness is the first step in converting people, who may need to see your brand several times before following you or engaging with your content. So, just because they didn't follow you this time, does not mean those impressions were worth nothing to you.

If you'd like to chat about what influencer content could do for you, get in touch on [email protected].