CheekyWags: a social media poster set for a new pet care marketplace

CheekyWags is a pet care marketplace in Nairobi. It connects pet owners with verified groomers, walkers, sitters, trainers, and boarders, and gives them one place to book care and keep their pet's records. We designed the social media campaign that launched it. We also built the platform itself, which is covered in a separate case study.

The Challenge

A marketplace only works when both sides show up. Vendors will not join without customers, and customers will not come without vendors, so the launch had to reach both at the same time. Most pet care in Nairobi is still arranged informally through Instagram DMs and WhatsApp, so the posts also had to give people a clear reason to switch.

The brand needed to feel trustworthy enough for people to book care through it, while still being distinctive enough to stand out in a busy feed.

Our Approach

We created a connected set of launch posts rather than one-off graphics, with one consistent look and two clear messages running through it: one for vendors and one for pet owners.

• Two audiences, kept separate: posts aimed at vendors (apply to be listed) and posts aimed at pet owners (find and book care), each with a single message and a single action
• A consistent identity: one wordmark, colour palette, and typeface across every post, so the full set reads as one brand
• The real product on show: vendor profiles, reviews, the pet records page, and the booking calendar, drawn from the live platform to make clear it was ready to use
• Character where it helped: the brand's cat and dog personalities added warmth and humour without getting in the way of the message
• One call to action per post, matched to its audience: apply to be listed, find care nearby, or create a pet profile
• Grounded in Nairobi: local names, places, and language, so the brand felt made for its market

What We Delivered

A complete set of launch posts the brand could put live straight away:

• A cohesive set of social posts covering both audiences and all the service categories
• A reusable visual system the brand can keep building on for future posts
• Posts for both sign-up paths: vendors applying, and pet owners booking and creating a profile