Case Study
PawBaba is a personal brand and online store from Edinburgh, UK creating custom needle-felted animals with incredible detail and personality
Industry
Handmade Gifts / Pet Category
Services
Content strategy, Influencer collaborations
Primary Goal
Increase brand visibility and drive sales of customized needle-felted pet figurines—organically
The Big Picture
PawBaba already had a loyal audience of pet parents, but the handmade gifting space online is crowded- too many products, too little trust, and customers who make emotional, not rational, decisions
So instead of pushing regular product promos, the strategy was to borrow trust from the most powerful voices in the pet community—pet influencers
If people loved those pets, they would love seeing those same pets recreated in miniature felt form
The Problem
Just posting product photos wasn’t enough
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New customers needed social proof
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Competitors used discounts and ads to attract attention
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Pet parents wanted something heartfelt, not salesy
The challenge became
How do we sell an emotional product… emotionally?
The Insight
Pet parents adore anything that captures their pet’s personality.
So when an influencer shares
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their own pet and its handmade miniature twin with real emotion…followers don’t see a promotion. They see a moment
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Nothing sells authenticity better than a genuine reaction from a trusted voice
Timing + Emotion + Trust = Conversions
The Solution
A creator-driven Instagram campaign
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Identified and collaborated with international pet influencers
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Created customized needle-felted figurines of their pets
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Influencers shared unboxing videos, reactions, and side-by-side comparisons
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No hard promotions
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Just honest, heartwarming storytelling
Execution
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Selected pet influencers with high engagement
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Sent customized figurines of their pets
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Videos posted from influencer accounts + reposted on PawBaba
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Emotional hooks like “My pet, but in felt form”
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Zero ad spend — 100% organic visibility
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UGC came naturally as customers shared their own figurines later
Client impact
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15% increase in sales during the campaign, driven entirely through creator-led storytelling
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30 % growth in international brand visibility via pet influencers across global audiences
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2× increase in DMs and custom order inquiries, indicating high purchase intent
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Stronger trust and credibility, with influencer reactions acting as social proof
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Organic customer discovery, as viewers found PawBaba through influencer videos
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