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Submitted by We Are SNSAgency IPI Score 22/100

Tails.com Dog Owner Instagram Influencer Campaign

Influencer Marketing

We Are SNS paired Instagram creators and their dogs with test-and-learn paid targeting for Tails.com, and the agency reports 180 sign-ups at a cost of £39.50 per sign-up.

180Sign-Ups
25KStories Impressions

Case in 60 seconds

Tails.com wanted to expand its reach and grow subscriptions among UK dog owners, which meant persuading owners of different breeds, sizes and backgrounds that tailored nutrition made a visible difference to their dogs' health.

The page frames proof from fellow owners as the route to subscription, because a dog owner judges a food by how another owner's dog looks and lives rather than by brand claims about nutrition.

The idea paired owner testimony from Instagram creators with a test-and-learn paid programme, so early engagement data decided which audiences the spend pursued rather than targeting being fixed before the campaign ran.

Creators Emily and Charlotte showcased their own dogs in Instagram content about Tails.com, while paid spend tested audiences and built look-alike retargeting segments from complete registrations, web traffic, organic engagement and link clicks.

We Are SNS reports 73,000 organic impressions and 1 million paid impressions, with Instagram Stories adding 25,000 impressions and the campaign delivering 180 sign-ups at a cost of £39.50 per sign-up.

Strategy Breakdown

Diverse UK dog owners across breeds, sizes and backgrounds, with paid targeting refined toward people who completed registrations, visited the website, engaged organically or clicked links.
A tailored nutrition subscription asks owners to change what their dog eats on trust, so Tails.com needed visible health outcomes from real dogs of varied breeds and sizes rather than general claims.
Tails.com sat in the content as the cause of the improvement owners described, so the creators' dogs carried the product story rather than the brand's own voice.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • We Are SNS

Creator role

  • Emily
  • Charlotte

Results & Evidence

MetricValue
Sign-Ups180 sign-ups
Stories Impressions25K impressions

Why We Are SNS' strategy worked

  1. 1

    Running paid spend as a test before scaling allows early engagement data to shape look-alike audiences, so retargeting rests on observed behaviour rather than on assumptions made before launch.

  2. 2

    Casting owners who show their own dogs gives a nutrition brand evidence in the form of a pet the audience can see, so the product claim arrives as an owner's account rather than as brand copy.

  3. 3

    Reporting a cost per sign-up alongside impressions ties creator content to subscription outcomes, which gives the brand a baseline for judging later campaigns on cost rather than on reach alone.

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