Project Lead
Social Media Strategist
Content Creator
Community Manager
Chief Petting Officer
Daisy, a regal Oriental Shorthair whose only decree is the pursuit of the lavish
Establish and solidify Daisy's brand on Instagram starting in 2017.
Test and refine my expertise in strategy, branding, UX and communications to engage with a broad audience through creative content.
Empathise with the content creator experience, given I research it regularly.
Experiment with social media strategies to see if it was possible to make my cat famous.
To make, rather than solely consume, cat content :)
Content Strategy: Leveraged Daisy's unique features and vocal interactions to create relatable and engaging content, leading to a distinct brand voice.
Community Engagement: Grew and interacted with a strong community by participating in Oriental Shorthair content creator meetups, including the legendary Hobbikats.
Interactive Campaigns: Launched growth-focused campaigns like giving away Daisy tote bags to reach 10k followers and boosting engagement through lookalike contests to create interactivity and fun for followers.
Cross-Promotion: Collaborated with high-profile accounts for features and shoutouts - including the prestigious Cats of Instagram and poignant Ekekekkekkek - leveraging their audiences to increase Daisy's visibility. We even got a shout-out from Microsoft Excel, complimenting Daisy's spreadsheet skills.
Interdisciplinary, Multimedia Exposure: Utilized multimedia content, including my classical piano playing (which Daisy sang along to), as well as Daisy's own musical compositions (when she went viral for the sounds she produced sitting on my keyboard days after I graduated from a music Master's degree 🙄), and not forgetting her US TV debut singing Celine Dion's "My Heart Will Go On."
Grew Daisy's account to over 14,000 followers, illustrating successful brand building and audience engagement.
Became a well-known player in the niche yet dedicated Oriental Shorthair online community, influencing and shaping the niche's content landscape.
Attracted attention from larger accounts, leading to partnerships and features that amplified reach and credibility.
Achieved viral status through targeted content strategies, notably with TV features and cross-platform sharing.
The account's success was recognized as a legitimate and impressive marketing feat, aiding in job acquisition and client engagements.
Daisy's Instagram journey transformed me. It started as a cat content obsession but became a cornerstone of my career.
Daisy's account became a hallmark of my work in consulting and strategy. It earned recognition for cultural immersion, social media savvy, and influencer/creator empathy.
It has been a compelling case study in job interviews, project pitches, and professional introductions. CEOs and clients often highlight its achievements when introducing me to key stakeholders.
The account's growth and my marketing strategies resonate with giants in the industry, adding credibility and nudging us ahead of competitors in seven-figure project pitch wins.
A few years ago, the iconic (in the world of Oriental Shorthairs) and 374k follower-strong Hobbikats traveled from New Jersey to London, inspiring a group of Oriental Shorthair cat content creator owners from across Europe to join her, and we all met up for lunch one afternoon. The reason for the meetup was surreal, but it’s an anecdote I still share to this day.
Daisy has become a social instrument for me, fostering connections and friendships within a community that values love, support, and camaraderie for each other's cats. I can always count on Daisy’s handsome male suitor, Louis the Cornish Rex, to comment on every single one of our posts, as this wonderful creator has done for the last 7 years, and I’ve never even met her.
