Project Background

In 2024, WoofWoofTV had 17.5 million followers across popular social platforms, making it a mega influencer at the heart of the online pet space. 

It was an aggregator account - meaning it collected together dog videos created by others. It made money by mashing these together into longer videos to earn money from adverts inserted into the content. 

But then the social algorithms changed! 

Social platforms began cracking down on aggregator accounts to privilege original creators. Revenue for WoofWoof quickly began to drop, and the team of 5 behind the account became a draw on company resources that were not paying for themselves. 

The WoofWoof business model had to change. And fast.

Action

I led the WoofWoof team in implementing an alternative model for how large influencer accounts, like WeRateDogs, generate revenue via social media. These accounts charge fees to create branded content, and often they have a presenter who can tell the audience about recommended products and services.

Since the content had to be original, I led the team in reaching out to creator-collaborators with their own famous dogs, to create unique content around certain themes. These included everything from goofy compilations through to heartwarming stories, e.g. the story of 'Fighter Flynn' - a pup who battled 2 life-threatening conditions in the space of as many months. I also became the presenter for the 'Top 5 Woofs of the Week' feature, which enabled us to create promotional content to insert into the Top Woofs countdown.

Within a short space of time, we had a network of 1000s of creators who could create authentic, bespoke content for WoofWoof and our brand partners. As well as a way of inserting adverts into high performance content.

Results

Thanks to the new business model, WoofWoofTV was able to pivot to a new way of generating revenue. We used our creator-collaborators to produce: 

• Genuine testimonials for pet insurance companies
• Adverts using real dogs showing off Maxbone coats
• Dog food giveaways & product offer codes with kickbacks 

With these changes, WoofWoofTV is now setup to earn money as an influencer without having to rely on unoriginal content and haphazard revenue streams. At the time of writing, a single piece of promotional content starts at $5k, while bespoke content using our creator collaborators starts at $15k.