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Unleashed Dogcast
From DOGGY Daycare to Barketing Icon.
How we launched a dog-hosted podcast Campaign that captured hearts, LAUGHS and attention.
Project Snapshot:
CLIENT: Woof n’ Waggle - Doggy Daycare & Groom Saloon (Perth, WA)
INDUSTRY: Pet services, education & lifestyle
WHAT WE DID: Campaign Strategy, Brand Positioning, Creative Concept, AI Production
THE CHALLENGE:
Woof' n’ Waggle has a loyal daycare following; however, they wanted to expand into the education space.
They aren’t just another doggy daycare; they foster better relationships and canine communication for owners. The problem? The market wasn’t seeing it, despite having so much more to offer.
Their brief:
“We want to be known as the go-to for caine wellness, not just daycare. We’re ready to go beyond what we’ve done in the past.”
THE STRATEGY:
Positioning the Brand as a One-Stop Shop
Instead of chasing trends, we invented one.
Our goal was to:
Position Woof n’ Waggle as leaders in the local dog education space
Drive brand awareness throughout Perth using a campaign that made people pause and smile
Attract high-quality, aligned clients who get their holistic approach
Core Moves:
Reframed the brand: From “just daycare” to a dog’s wellness centre
Zigged with AI: While everyone was using AI to speed up content, we used it to make a mock-podcast… hosted by dogs!
Created a campaign with teeth: Bold visuals. Catchy copy. Unexpected format. Barking mad? Maybe. Brilliant? Absolutely.
📸 The Creative:
Visual Rollout:
Cover artwork featuring AI-generated dog illustrations with custom captions
Instagram Reels featuring podcast host and guest “interviews”
Editable Canva templates and graphics
Complimentary email nurture campaign
Launch strategy
Team training
🔥 The RESULTS:
Sold-out in-person event
Requests for more workshops & education
28% increase in overall engagement
17% increase in email subscribers
But don’t just take my word for it…
“I don’t even know how to put into words how much working with Michelle has shifted things for me, both in my business and in my mindset.
I’ve been working with her for just over a year now, starting right when I was facing a huge rebrand and honestly she’s been nothing short of magic. Since I have began working with Michelle my business has boomed, growing into something very special and unique. Previously just a dog daycare with Michelle’s help we’ve launched new training programs, our grooming side has exploded, and we just held a completely sold-out client workshop on training education which I NEVER would have pulled off without the marketing strategy she helped put in place. It all actually felt easy, fun, and totally on-brand.
Michelle also created our “Unleashed Dogcast”, a ridiculously brilliant AI podcast where dogs talk to each other. It was quirky, different, and ended up being a massive driver for workshop sales. Like… who even thinks of that?! Only Michelle!
After every call with her, I feel clear. Not overwhelmed, not buzzing with a million ideas I won’t action, but genuinely clear on what matters and where to focus next. It’s like she holds space for the chaos and gently pulls out the gold.
Michelle is thoughtful, strategic, grounded, and wildly creative. She just gets what it means to be a mum, a business owner, with a big heart and big ideas. I feel so lucky to have her in my corner, and I genuinely recommend her to every business owner who’s ready to level up.
Thank you, Michelle. You’re a legend!”
Aoife, Head Wrangler & Founder,
Woof n’ Waggle
Make Your Brand Unforgettable
The Unleashed Dogcast wasn’t about going viral. It was about building a distinct and unforgettable brand presence that matched the depth of care Woof n’ Waggle provides.
Proof you don’t need to scream louder.
You need to say something worth barking about. 😉
If your brand is too good to be overlooked, it’s time to do something unforgettable. ⤵️