02 — business overview
Building a homemade dog food brand from the ground up.
KSH Food wasn't just launching a product—it was introducing a brand. My role was to shape how people would experience it from day one, from its visual identity and packaging to its social media presence and launch strategy.
03 — challenge & objectives
Starting from zero, on a platform where trust is everything.
challenges
Pet owners are cautious buyers — especially for homemade food. There was no existing audience, no content history, and no proof yet that the brand could be trusted with something as personal as a pet's diet.
objectives
Launch a consistent, recognizable Instagram presence in the brand's first month, introduce the product and the people behind it, and open a direct line for customer questions and feedback — a foundation ongoing growth could build on.
04 — brand audit
What existed before, and what was put in place.
before
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No Instagram presence — brand was pre-launch
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No consistent visual identity for social use
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No content plan or posting cadence
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No structured way to answer customer questions
after
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Daily-active Instagram presence, 9am PST
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A recognizable visual system applied to every post
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A 21-post launch calendar covering brand story, product, and community
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Direct customer support handled through comments and DMs
05 — content strategy at a glance
A strategy that fits in a single page.
business goal
Launch a trusted Instagram presence from zero and open a direct line for customer inquiries within the first month.
audience
Pet owners seeking fresh, homemade dog food — health-conscious and brand-loyal.
positioning
Considered, homemade care for modern pet owners.
voice
Warm, ingredient-forward, transparent.
pillars
Educate · Showcase · Behind the Brand · Community
cadence
Near-daily posting, single-platform focus (Instagram)
kpis
Follower growth, saves, DMs / inquiries, feedback sentiment
06 — content pillars
Four pillars. Every post has a purpose.
30%
Educate
Ingredients, feeding guides, storage, and pricing — answering the questions cautious buyers already have.
30%
Services & Schedules
The bowl, the product, and the packaging — shown in real, everyday context.
25%
Behind the Brand
Vision, Mission, About Us — How and Who started it all.
15%
Community
Feedback, happy tails, and event recaps that turn customers into advocates.
07 — patient journey
How Content Turns Scrollers into Customers.
01
Aware
Sees a post, stops scrolling.
signal
Reach, save rate
02
Interested
Follows, explores the grid.
signal
Profile visits, follows
03
Considering
Reads captions, checks the feedback post.
signal
Engagement quality
04
Inquiring
Sends a DM about pricing or ingridients.
signal
DMs, comments
05
Patient
Orders, and shares a happy tail.
signal
Conversion, repeat
08 — monthly report summary
What actually happened, in plain language.
In its first month, KSH Food went from no Instagram presence to a fully active, almost daily-posting account — 21 deliverables covering brand story, product education, and community content, with zero missed posting days and a direct line open for customer questions from day one.
09 — results & lessons learned
What worked, and what I'd do differently.
what worked
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Leading with education (ingredients, feeding guide) built trust before asking for a sale
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Behind-the-brand posts like Beau and the Birthday post got the warmest response
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A single-platform focus kept the launch calendar realistic to execute daily
what I'd change
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Introduce the feedback/community pillar earlier — it arrived mid-month, not week one
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Add a recurring "Why the pricing" style post sooner, since pricing objections came up early
10 — future opportunities
Where this could go next.
A Reels-first content push to grow reach beyond the existing follower base, a referral or loyalty program building on the Business Card / Loyalty Card asset already introduced, and expanding the Community pillar with user-generated Happy Tails content.
11 — work
Instagram Reels.
Short-form video content that made that sells the product in different strategies.
