No thumbs, no problem: How pets are stealing the brand spotlight

Move over, brand ambassadors with sculpted jawlines and curated Instagram reels, there’s a new breed of influencer stealing the spotlight, and it’s got four legs and a tail. Whether it's ASICS teaming up with Felix the Samoyed to front a lifestyle push around the world or adidas China launching an entire line of pet apparel, brands are increasingly leaning into petfluencers economy to do the heavy lifting, or should we say, fetching, of brand storytelling.

It’s not just about cute content or retail hooks, either. Last year, Ocean Park in Hong Kong brought in its animal ambassadors, think red pandas, penguins, and meerkats, to champion plastic waste reduction. With nothing but charm and charisma, these creatures inspired behaviour change in a way no grim PSA ever could.

Once relegated to mascots or holiday campaigns, animals are now front-and-centre in brand strategy. They’re being dressed, directed, and deployed with all the seriousness of their human counterparts, but with fewer PR scandals and more organic engagement. From high fashion to fintech, pet influencers are proving that emotional relatability, algorithm-friendly content, and universal appeal make for a compelling marketing cocktail.

Don't miss: From fame to fit: What brands need for the perfect ambassador

As brands seek deeper connections with consumers in a post-authenticity age, the question isn’t why pets, it’s why not?

Why pets outperform their human peers

The appeal lies in the furry fusion of charm, safety, and shareability.

“Pet influencers have an emotional and cuteness appeal that is very universal,” said Amie Hu, business director at X10 Media. “Unlike human influencers, they don't represent certain values or behavior that may not align with the audience. They are a 'live' mascot that can drive engagement. In that regard, they tend to be fairly brand safe unless it is animal type-related concerns to religion."

That sense of safety matters more than ever. As cancel culture continues to sweep the social space like a Roomba with a grudge, brands are opting for influencers who won't post a problematic take at 2am or get caught in a scandalous DMs leak.

“Unlike human influencers, they are not prone to being problematic and stirring up drama—very crucial if you want to avoid being the victim of today’s rampant cancel culture,” said Shermaine Wong, co-founder and CEO of Cult Creative.

But safety isn’t the only selling point. It turns out audiences are more likely to trust a product when it's presented by a golden retriever than a fitness coach in spandex.

“Animals are perceived as more sincere, genuine, and transparent,” Wong added, citing research from the University of Strathclyde showing pet influencer posts outperform human influencer content. She also pointed to Edelman’s 2023 Trust Barometer, which found that 81% of consumers make purchasing decisions based on trust, a stat that puts pets on a serious pedestal.

Not just a cute face

Brands are no longer relying on petfluencers just to turn heads, they’re weaving them into narratives that embody core brand values. What separates today’s petfluencer from the dancing dog accounts of 2016 is narrative.

Take ASICS’ collaboration with Felix the Samoyed, as Nirote (May) Chaweewannakorn, country director at Gushcloud Thailand noted, “Felix represents fun, energetic, and adventurous traits that suit ASICS well. We can see in the ad that cuteness or Felix appearance, is not the main focus here. The storytelling aspect about how Felix is roaming around the globe, however, is what makes this collaboration shine." 

Echoing similar sentiments, Hu explained that pets may not be able to show how a product or service is used, but they can convey a feeling or an analogy as if they are the customer.

"In ASICS’ case, Felix the Samoyed isn’t just adorable, he also represents movement, outdoor living, and a playful approach to fitness. The right pet can make a serious brand feel more accessible and relatable," Hu added.

What makes a pet-brand fit click?

While it's difficult to pin down which campaigns or industries are best suited for pet influencers, Chaweewannakorn believes it ultimately comes down to how well these furry ambassadors can enrich the story a brand wants to tell.

Similarly, Wong added that there isn't a hard rule on who gets to work with what brand on social media. "Other factors such as niche, persona, and content style also have their place in the decision-making process, but they shouldn't be treated as restrictions."

That’s the beauty of creator marketing; there’s always room for experimentation.

According to Hu, the magic lies in casting. "The alignment in tone, energy, and audience is important. The brand messaging and the energy level of a pet would also convey different emotions and messaging." 

The ethical leash

Of course, putting a pet on camera isn’t just playtime. There are ethical lines brands need to stay on the right side of. To Chaweewannakorn, brands should be most concerned of the pet's safety. 

"I have seen in the news where pets were treated poorly while shooting and filming content. This will backfire the brands and drive consumers away," he added.

Unlike humans, pets cannot convey their discomfort. This also means that they may have to participate in photoshoots or 'try' certain products or services that are out of their comfort zones. "There is a chance that the pets are overworked and overstimulated in a huge crowd of they are expected to meet their fans," Hu added.

Wong echoed the concern, drawing a parallel to young content creators. “Much like children, animals are also at the mercy of their guardians. So, there is a very real and grave possibility of petfluencers being exploited by their owners. We’ve already seen it happening to many young creators whose parents work them too hard, disregard their personal space, and jeopardise their online safety," she said. 

The solution? Partner responsibly, avoid one-hit wonders, and build relationships with owners who genuinely advocate for their animals, not just their reach.

"As the younger generations begin to put an emphasis on meaningful and genuine content, I’m confident that the pet influencer community will only grow stronger, branching beyond brand partnerships and maybe even advocating for their own wellbeing," said Wong. 

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