Paquito the Cat
Paquito the Cat
I lead brand strategy and creative direction for creator Andrea Sosa and her cat Paquito, who reach an audience of 2M+ across Instagram, TikTok, and YouTube. My goal is to grow the account from pet content into a full lifestyle brand, gradually widening the world to include home, fashion, and pop culture.
My approach uses Paquito as the emotional entry point, drawing the existing audience deeper into Andrea's life. Anchor posts then build Andrea as a personality with her own point of view. Each platform has a defined role: TikTok for quick edits and conversational testing, Instagram for editorial and comfort-driven storytelling, and YouTube for long-form video. I build every editorial calendar from platform analytics and the Andrea Identity Kit, which defines her voice, visual references, cultural layer, and rituals for every piece of content.
On partnerships, I handle concepting, scripting, compliance, and client revisions for brands including Hill's Pet Nutrition, NexGard COMBO, and Chewy.
Goals
- Grow a 2M+ audience while repositioning the account from pet content into a lifestyle brand
- Build a partnership pipeline and convert inbound brand interest into paid, recurring campaigns
- Develop sponsored content that performs at or above organic benchmarks
- Define a distinct role for each platform to maximize reach and retention
- Build an Identity Kit that serves as a single source of truth for voice, aesthetic, and cultural references, so content stays consistent as the team and campaign load grow
Results
2.2M
Combined audience across Instagram, TikTok, and YouTube
17.31%
TikTok engagement rate, nearly 13x the 1.35% benchmark for creators of similar size
12.13%
Instagram engagement rate, 8x the 1.5% benchmark for creators of similar size
25.2M
Instagram views in 60 days, reaching 16.3M accounts
313K
Shares and saves on Instagram in 60 days
6
Brand partnerships including Hill's, NexGard COMBO, Chewy, and Amazon