Creator‑led content strategy drives measurable impact in the pet wellness vertical.

The Challenge

A leading pet wellness brand sought to strengthen its position as a trusted source for pet care lifestyle products by connecting more authentically with pet owners online. The brand wanted to test whether creator‑led content could outperform traditional branded campaigns in driving brand awareness and measurable performance outcomes across social platforms.

This was the brand’s first large‑scale influencer marketing activation in partnership with Gen3 and the first to strategically amplify user‑generated content (UGC) beyond organic channels. The goal was to blend authentic storytelling and performance, demonstrating how creators could both inspire and convert through social storytelling.

The Gen3 Approach

Gen3’s influencer marketing team developed a social media influencer campaign, designed to deliver relevance, trust, and engagement across TikTok and Instagram. Every element of the campaign was built around authenticity and strategic alignment with the brand’s audience.

Data‑Driven Creator Discovery

Using a third‑party API‑integrated influencer platform, Gen3 identified creators whose audience demographics, engagement rates, and content themes closely matched the brand’s target consumer. This ensured that each partnership delivered both reach and resonance.

Creators were sourced entirely from scratch, with final selections reviewed and approved by the client.

Authentic, Everyday Storytelling

Selected creators, all pet owners themselves, produced relatable, lifestyle‑focused content featuring their pets interacting naturally with the brand’s wellness and lifestyle products.

From feeding routines to grooming moments, the content emphasized trust, quality, and care, creating emotional connections with viewers.

Cross‑Channel & Multi‑Channel Amplification

To extend performance beyond organic reach, Gen3 repurposed creator content for paid amplification across TikTok and Meta, driving additional exposure and engagement. This multi‑channel amplification turned authentic, creator‑led storytelling into measurable business impact

The Results

In just two months, the creator‑led influencer campaign delivered powerful results that validated the brand’s investment in authentic partnerships:

• Over 20 million impressions across TikTok and Instagram.
• 13x return on ad spend (ROAS).
• Significant uplift in conversions and engagement compared to prior branded content efforts.

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