(Singapore) Two white terriers dressed in Scottish berets pant in front of their mistress who takes a picture of them in exchange for a treat: with tens of thousands of Instagram subscribers, these dogs are influencer animals, very popular in Singapore.
This trend has been reinforced by the growth of online shopping and the pet craze in the Southeast Asian city-state since the coronavirus lockdowns.
Regularly, new pictures of Sasha and Piper, with matching accessories, appear on “Lomodoggies”, their Instagram account.
These dogs have already made several thousand dollars to their owners with product placements ranging from vacuum cleaners to shoes. They even have an agency to represent them.
This company has in its stable a cat, Brossy Meowington, followed by more than 50,000 subscribers, and a profuse-haired Japanese Spitz called Luna.
Doggie Mistress Carrie Er began posting pictures of Sasha wearing different costumes, playing or on outings several years ago.
“We just wanted to blog, capturing precious moments with her beautiful face and her activities,” explains the 40-year-old marketing director.
The photos were so popular that brands started asking her if Sasha could promote their products.
Piper, a former show dog, then arrived to form a duo.
Nobody can hate them
“It’s fun, for the dogs and for me,” says Carrie Er, taking pictures of the two canine stars on her smartphone.
The two dogs now have nearly 24,000 Instagram followers and earn an average of around S $ 500 ($ 471) for each promotion.
Carrie Er says she remains selective in the brands her dogs promote. She doesn’t want to brag about dog food that doesn’t meet her standards when her dogs are fed homemade mash.
Animal influencers are increasingly sought after by brands looking to boost their online visibility since the pandemic, explains Jane Peh, co-founder of The Woof Agency, the agency that represents burrows.
“I think animal influencers generally have an advantage because we love animals,” notes the entrepreneur who has some 6,000 animal profiles in her files.
“They are so cute, no one can hate them”.