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
Results
Metric
Brand Visibility
Sales Growth
Engagement
Trust Built
Outcome
Massive boost through international audiences
15% increase during the campaign
Spike in DMs, inquiries, and custom orders
Influencer endorsements acted as social proof
Influencer endorsements acted as social proof and most importantly
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Customers discovered PawBaba through influencer videos
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International traffic increased
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More gifting orders from pet-lover communities
Client Words
Vamsi demonstrated a high level of professionalism, creativity, and dedication to his role. His expertise in social media marketing was evident through the strategic and innovative campaigns he developed, which significantly increased our online presence and engagement with our target audience.
Vamsi’s excellent communication skills were evident in his interactions with our team and customers. Furthermore, Vamsi was reliable and consistently met deadlines. He was proactive in identifying areas for improvement and took the initiative to implement solutions, making him valuable to our team.