NEWS & FEATURES
Have you heard the woofest mews?
Have you heard the woofest mews?
INSTAGRAM has bred a new form of celebrity—the dog. Man’s best friend has become one of man’s biggest influencers with social petworking becoming an increasingly explored route for marketing and promotion. And currently, the hottest dog in Instagram is Jiffpom with 6.5 million followers as of September 9, 2017.
To know the shakers and movers among dogs in Instagram, Lovejoy, a pet food maker from Norfolk, England, analyzed all the profiles of Instagram’s most popular breeds of dogs. Over the past few years the Pomeranian called “Jiffpom” has emerged as easily Instagram’s most followed pet. But how many of Jiffpom’s Instagram posts are organic and how many promote brands or other social media stars?
Lovejoy discovered that for those who manage the most successful Instagram dog accounts out there, their random, spur of the moment posts of dog pictures and videos make up only about a third of their content. Many are now cashing in on their dog's popularity by creating promotional and collaborative posts that endorse brands.
Data based on 50 posts analyzed from April 12-July 3 2017 showed that content posted on Jiffpom's Instagram page were 33 percent organic and 67 percent advertising-related. Jiffpom is so popular that he has appeared in adverts for Banana Republic and a music video for Katy Perry.
Lovejoy's data analysis also showed that smaller breeds are followed by more people (78 percent of dog followers on Instagram) and therefore make for better influencers. The top seven most popular breeds all come in relatively miniature form.
When it comes to large breeds, the Husky seems to be the favorite, specifically Loki the Wolfdog with 1.5 million followers.
Dogs, with their googly eyes and funny peculiarities, have proven they can steal not just the hearts of people but also vie for endorsement projects that used to be reserved for humans. With endless possibilities for creating heartwarming content, it is easy to see why so many brands are jumping on this bandwagon where people don't just walk the dog but also follow the dog.
By ALMA J. BUELVA
PURINA Petcare Philippines, a business unit of Nestlé, is fueling a Facebook-based project to promote the local breed of cats, many of which are neglected and homeless.
Pusang Pinoy or Puspins they are called, Philippines' version of (British) moggies are currently basking in the limelight after Purina created an online stage for them to shine. PuspinsofMeownila is a Facebook-driven project of Purina's local team that highlights the beauty and fine quality of Puspins.
PuspinsofMeownila entries like these four photos above celebrate the beauty and fine qualities of local cats. (Photos from Purina Philippines)
Until recently, the Puspin used to go by a derogatory nickname “Pusakal”, short for Pusang Kalye, as many of them are strays. The fact that it has been given a more dignified name is proof that many people appreciate Puspins and for good reason.
PuspinsofMeownila lets anyone share stories and photos of their Puspins on Purina's official Facebook page to inspire more people to take Puspins as pets. The combined use of images and stories creates a compelling narrative, made more valuable by supporting comments from like-minded individuals.
Through PuspinsofMeownila, more people will hopefully see that the native kitties can be as adorable as purebred cats. PuspinsofMeownila is a valuable publicity tool for the many Puspins that are wandering the streets and languishing in shelters, all hoping to be soon adopted into loving homes.
“PuspinsofMeownila is designed to help increase Puspin adoptions, give these cats a 'voice' and show that they are also very lovable,” said Joshua Frederick P. Alarkon of Purina Petcare Philippines.
Although Facebook is the project's platform of choice, PuspinsofMeownila inevitably found its way in the photo-sharing application Instagram, where proud Puspin owners share their photos using the official hashtag #PuspinsofMeownila.
From June to November 2015, Purina received over 2,000 entries from Puspin owners, all declaring their love and gratitude for their low-maintenance Puspin that's every inch a good cat.
* Laika and Felicette, pioneer pet astronauts