This S’pore Couple Runs The Woof Agency

While there are plenty of human and virtual influencers, pet influencers are the next big thing.

Take Rhea the Siberian Cat for example – the Fluffy Feline has over 16,000 followers on Instagram and has collaborated with big brands like Shopee and Sudio.

Indeed, Jane Peh, co-founder of The Woof Agency, said spending on pets exceeded $ 100 billion in 2019 and that COVID-19 has taken pet ownership to a new high.

Whether you’re spending an obscure time watching animal videos online or religiously following your favorite influencer, there’s no denying that animals have a huge presence in our lives.

Jane herself “has followed a ton of dog accounts on Instagram” and cites it as a way “to escape reality”.

She also spends a lot of time watching animal videos, and one day it occurred to her that pet influencers really attract people.

She then wondered if there was a way for her to marry her love of animals with her background in advertising, which led to the creation of The Woof Agency.

A social media agency for animal influencers

The animal influencer of the Woof agency
Image Credit: The Woof Agency

Founded in 2018 by Jane and her husband Tay Sijun, The Woof Agency is a social media agency specializing in influencer marketing for pets.

The business was only a ‘side business’ for the first six months, and Jane only entered it full time last year after ‘gaining some level of traction’.

Jane told Vulcan Post the company started out as a pet influencer marketing agency, but soon realized that brands needed more than pet influencer marketing.

That’s when they started operating as a social media agency and expanded their offerings to product market research and more.

Now, he manages the end-to-end management of all influencer marketing campaigns, from talent contracts to post-campaign reporting.

Woof agency clients are primarily pet brands – from global distributors to online pet stores looking to grow their presence.

The animal influencer of the Woof agency
Image Credit: The Woof Agency via Facebook

The team also has a high level of expertise in the pet industry and is able to provide value to their clients by giving suggestions on pet trends and ideas.

Since its inception, The Woof Agency has over 2,000 registered pet influencers from over 45 countries in its network.

Jane also said the agency’s combined reach exceeded 20 million. To date, the company counts Nestle Purina, Crayola USA, Skechers and Aon Insurance among its clients.

“Some memorable campaigns include Dyson, Skechers (and) Crayola, because they are not pet food products, so getting these brands to work with pet influencers really shows the appeal that pets have on. end consumers, ”Jane said.

The startup is also working with many nonprofits to raise awareness of pet adoption.

By pet owners, for pet owners

The animal influencer of the Woof agency
Image Credit: The Woof Agency via Facebook

The passion for animals is very important to Jane, so much so that she persisted through all the obstacles the startup faced in its early days.

“We lived on our savings and started the business, using all the free resources we could find in the early days,” she told TechNode in a separate interview.

It wasn’t until they reached profitability and had enough money to start hiring that they hired their first CTO, Navaneeth Sreekandan.

According to Jane, 80% of the team at The Woof Agency are pet owners, which “helps a lot in deciding whether a campaign idea appeals to pet owners.”

Besides their core business, Jane and Sijun have also launched Pawjourr, a platform where pet owners can exchange free samples, compare and book grooming services.

[Some of our greatest successes are] when pet owners tag us on social media with pictures of their happy pets.

See real photos and videos of the business impacting pet owners – whether it’s bonding pet owners and animals while creating content, the magic of ‘trying out new products and finding out what your pets like, or seeing pet owners pampering and giving their pets campaign fee freebies they get from brands – that makes us smile.

Jane Peh, co-founder and CMO of The Woof Agency

The founders are currently working on overseas expansion for The Woof Agency, as well as building Pawjourr.

Jane said they are currently in talks with a few companies overseas and are trying to form partnerships for easy access to international markets.

The husband and wife duo are also starting to fundraise for The Woof Agency’s seed funding cycle.

“The end goal is really to be the only website someone would need to own a pet,” Jane said.

Featured Image Credit: The Woof Agency


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Jothi Venkat

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