SMM

EachPaw

EachPaw is a rising star in the pet care market, providing quality orthopedic dog beds that are designed for comfort, health, and lifespan. EachPaw products are specifically designed to benefit aged dogs and those with special orthopedic needs by supporting joint health, alleviating pressure points, and promoting restful sleep. Its value proposition is based on a simple but strong concept: every dog deserves a bed as supportive and compassionate as its owner. By fulfilling this promise, the corporation earns the devotion of not just its consumers but also its four-legged pets.

62%

Increase in average post reach

15x

Increase in organic reach

Region:

United States

Status:

Ongoing

The Challenge

When EachPaw hired Elit-Web, the brand faced a difficult uphill climb in the crowded and competitive US pet care sector. Though the company had a unique product line of orthopedic dog beds, it lacked a recognizable digital presence and had failed to connect with its target audience — devoted pet parents looking for both quality and compassion.

Among the core challenges and key objectives were:

Establish a Strong Brand Identity on Social Media: With little to no digital presence, EachPaw had to create brand recognition from scratch, especially on visually engaging channels like TikTok and Instagram.

Drive Organic Growth Through UGC and Viral Content: The brand intended to foster meaningful conversations with its audience by creating user-generated content and capitalizing on trends that might increase virality while maintaining brand values.

Refine Brand Positioning in a Crowded Market: EachPaw attempted to express its unique value in a way that was both medically legitimate and emotionally resonant, resulting in a distinct niche within the pet product ecosystem.

Our strategy

Elit-Web created a comprehensive social media marketing plan based on insight, empathy, and creativity to assist EachPaw in making a significant impact in the pet care industry. Here’s how we made orthopedic beds into a scroll-worthy story:

A Heartfelt Strategy with Humor and Purpose: We launched a social media strategy grounded in audience behavior, market research, and competitor insights, aiming to connect with dog parents through humor and helpfulness.

Learning from the Competition: We analyzed top brands like Big Barker, TheBarneyBed, Orvis, and Bully Beds, spotting gaps in predictable content, real user stories, and social proof.

Emotional Brand Positioning: EachPaw’s premium orthopedic solutions embody comfort, health, and care, reinforced by two key personas — The Caregiver, evoking nurturing and love, and The Everyman, ensuring messages feel approachable, familiar, and grounded.

Content Strategy Breakdown

Instagram Highlights

Genuine images and testimonials from delighted dogs and their owners.
Short instructional blogs regarding canine health.
Funny and relatable comedies from the dog’s perspective.
Clean, elegant postings that highlight product design and functionality.
A narrative series that explores EachPaw’s goal and brand principles.

Stories & Reels

At this stage, we started featuring positive client feedback to approach prospects with videos that build trust. To engage the audience, our content teams invested their effort in making sketchy advice, canine-relevant hacks, and memes with playful humor. Behind-the-scenes content was intended to highlight production and team culture.

TikTok Efforts

POV dog videos that touch people’s hearts and quickly go viral.
Educational humor — making orthopedic concepts enjoyable and simple.
Pet + trendy audio combinations to increase discoverability and generate shared moments.

UGC & Community Building
We provided EachPaw with a plan for working with micro-influencers and UGC providers. The goal was to create a library of passionate, genuine user content that would boost social proof and trust.

Visual & Tone

The visuals were homey and clean, with warm colors and a basic design that constantly featured the dog.
Communication was delicate, real, and emotionally laden, with words like “comfort,” “deserve,” “love,” and “health.” No hard marketing, just heartfelt connections.

The Results

Elit-Web’s full-service SMM approach resulted in a significant, data-driven boost for EachPaw’s online brand. Emotional storytelling, new content forms, and user-generated content activation all contributed to the brand’s credible and lovable social media presence. Here is what we accomplished together:

15x growth in organic reach, expanding from 3,000 to over 45,000 impressions per month
A 62% increase in average post reach on Instagram and TikTok within the first 60 days
2.96% stabilized engagement rate—well above the industry average
Over 1,200 new subscribers and loyal followers were added in the first phase
Consistent UGC stream from real pet parents, boosting social proof and trust metrics
A memorable brand identity built on warmth, trust, and functionality

What We Delivered

A comprehensive SMM approach that includes distinct content pillars and emotional hooks.
Our visual branding for the pet niche is clean, warm, and story-driven. We use UGC and TikTok to ensure long-term scalability and virality.
The first-month content calendar establishes the tone for future growth.
Launch a roadmap designed to organically increase brand exposure and community participation.

Conclusion

We helped EachPaw, a brand with heart, become more well-known online. By concentrating its approach on emotional connection, producing entertaining and educational content, and presenting the brand with warmth and clarity, Elit-Web established the foundation for its success in one of the most competitive and passionate sectors in the world. Giving pets the comfort they need and fostering relationships with their loved ones were more important than social media.