Both Ends of the Leash: Acting as the Brand and the Influencer
When people ask what I do, I usually laugh and say, “I run social media for a dog brand… and also for my dog.” People always get a real kick out of it.
Meet Elodi and Bowen
For the past eight months or so, I’ve had the absolute joy of leading social media, influencer programs, and PR for Kradle — a pet wellness brand focused on calming support and daily routines for real dogs (and their wonderfully chaotic humans). At the same time, I’ve been continuing to grow my own personal Instagram account for my dog, where I’ve built a community of fellow “crazy dog parents,” worked with top-shelf brands, created out-of-the-box content (literally... out of the box), and fangirled over fellow petfluencers I admire.
In that time, I’ve traveled to Orlando for Global Pet Expo, executed the Kradle brand’s first-ever national sweepstakes, filmed commercial campaigns in Minneapolis, launched Kradle’s ambassador program, hosted a social media dog Halloween costume contest, produced commercials featuring my dog in my living room, and celebrated countless creative wins and brand milestones. The Kradle team has become like family — and so have their dogs.
In my eyes, being both the brand and the creator is performance branding in action — real-time insight, authentic storytelling, and a direct connection with your audience. When you combine that with smart media, strong creative, and thoughtful CRM, you get a mix that doesn’t just look good — it performs.
What I didn’t realize when I first joined Morning Walk and began working with Kradle was just how much those two sides of the leash — brand and influencer — would feed into each other, creating a feedback loop of insight, creativity, and heart.
My 9 to 5 Is for Kradle. My 5 to 9 Is for My Dog.
Being deeply embedded in the pet space on both ends has made me a better marketer and a more intentional creator. I know firsthand what gets influencers excited — because I am one. I know what kinds of products stand out on retail shelves — because I spend more time in pet aisles than most people spend at the grocery store. I know what kinds of captions make someone stop scrolling, what kinds of ambassador perks actually matter, and what kinds of emails influencers will open (and which will land in the trash).
The pet influencer community is tight-knit, passionate, and smart. They care about their pets, and they care about the brands they work with. So, when I sit down to build Kradle’s ambassador program or create our next campaign, I’m doing it from the inside. I’m not just making a marketing plan — I’m thinking like the people we’re trying to reach. And has directly contributed to the brand’s success on social media.
Real Dogs. Real People. Real Results.
Over the past eight months, we’ve really zeroed in on what works on social — and it’s not overly polished perfection. It’s real dogs, real people, and real scenarios where Kradle makes a difference. It’s the kind of content people pause on because they see themselves in it.
Authenticity is everything. Storytelling is king. And when you have real people telling your brand’s story — people who truly love your products and live your mission — you’ve got the magic formula. That’s what makes this work meaningful. That’s what drives connection. And that’s what makes Kradle shine.
Lights, Camera, Kradle
Kradle Moments Shoot in MN
One of my favorite projects to date was our trip to Minneapolis to shoot scroll-stopping content with real dogs, real people, real products, and real-life scenarios. We spent the week basically living with our client, which meant early mornings, late nights, and a whole lot of pillow-ripping, toilet paper tossing, and dog wrangling. It was a real dream come true! We created truly meaningful content, strengthened our bond with the Kradle team, and had an unforgettable (and fur-filled) time doing it.
We also filmed a "Board of Barkers" office shoot, featuring not just the Kradle dogs but special visitors from Spot’s Last Stop, a Minneapolis foster-based rescue. We created the most joyful content, from pups walking out of the bathroom with toilet paper stuck to their paw and coworkers having their lunches stolen by mischievous pups — we captured everyday chaos made calm. And the best part? Every single dog was adopted.
I’ve also filmed Kradle content right in my own living room, with my dog as the star. There’s something really special about bringing the brand to life in the same space I share with my own pet — it’s real, it’s relatable, and we’ve had a lot of fun doing it. It’s just another example of how personal this work really is — and how much love goes into every piece of content we create.
Behind the Scenes: The Tools That Make It Happen
Posting seven days a week takes more than just creativity — it takes the right tools. From ChatGPT, which helps me brainstorm engaging ideas like “Your Dog’s Vacation Personality” or content that helps pet parents tackle Home Alone–style stressors, to Canva, where I design every single post, graphic, and story asset — these tools are a huge part of my day-to-day workflow.
As a performance branding agency, we’re always looking for ways to level up the work and deliver smart, scroll-stopping content. Having tools like these in my back pocket allows me to move fast, stay inspired, and keep Kradle’s social presence strong every single day. It’s how we turn good ideas into great content — consistently.
Global Pet Expo: Where It All Came Together
This spring, I had the chance to attend Global Pet Expo with Morning Walk and Kradle, and it was one of the most fulfilling moments of my career so far. I got to speak on a panel about what brands are really looking for in influencer partnerships (spoiler: it’s not a perfectly curated feed or millions of followers — it’s authenticity). People can always tell when you’re faking it. The best partnerships come from genuine love for the product, and it’s been amazing to see that come to life with Kradle.
I met so many incredible brands doing powerful, meaningful work — and even better, I got to represent one I truly believe in. It felt full circle: standing on stage as both a creator and a brand voice, connecting with people who are as obsessed with dogs and pet wellness as I am.
Global Pet Expo
Kradle Booth
Kradle Presentation
A Campaign Close to My Heart (and Feed)
A highlight of my time with Kradle so far has been the Kradle What You Love campaign — a celebration of unique moments that help dogs and their people thrive together. We worked with an incredible group of influencers, including @thehuskyfam, who I’ve followed and admired for years and @sundaythegoldenretriever who, through this campaign, became a social media friend and a Kradle lover and a fan of my dog (cue the full-circle squeals!).
Influencer partnerships like these are king in today’s marketing landscape. They deliver authentic, trustworthy content that resonates with real audiences — and the numbers back it up. They create content that’s repostable, shareable, saveable (and if you’re lucky that goes viral) — and best of all, they drive people to follow, engage, and purchase. The campaign was a social success — not just in numbers, but in connection. We turned followers into fans and fans into family.
Building an Ambassador Program with Heart
During my time with Kradle, I also launched the brand’s Ambassador Program, tapping into a community of micro-influencers who were already obsessed with the brand. These are real pet parents using Kradle daily, eager to share their experiences and help other dogs feel their best. It’s like building a dream team from the inside out.
These ambassadors consistently deliver — regularly driving 40,000+ impressions per month through genuine posts that show them using and loving the products. That authenticity is what builds trust, loyalty, and long-term relationships with customers. And this is what I mean when I say I’m working from both ends of the leash. I’m not just building a program for influencers. I’m building one with them — from the perspective of someone who gets what it’s like to be on the receiving end.
Why It Works
Being a crazy dog mom is a full-time job. So is working in pet marketing. The two blend beautifully, especially when you’re fully invested. I live this space 24/7 — and I wouldn’t have it any other way. Kradle is always top of mind, whether I’m answering DMs for the brand or posting my own dog’s reaction to his favorite Bliss Bars. I’ve tested all the products, read all the reviews, and had deep convos with other pet parents in comment sections, on dog-friendly bar patios, and at dog parks. I know what people want — because I am those people — both behind the phone and on the street.
What’s Next: More Real, More Relatable
Looking ahead, we’re doubling down on what we know works — real people, real dogs, real moments. We’re continuing to shift our content strategy to focus on authenticity and relatability, leaning on our friends, our coworkers, and even strangers we meet on the street to help bring Kradle’s story to life.
Because at the end of the day, we’re all creators. And the best content comes from the people who are genuinely living the experience — sharing the messy, joyful, everyday realities of being a dog parent. That’s where the magic is, and that’s where we’re headed.
Final Thoughts
Working with Kradle has been the best experience. I’ve learned so much — not just about marketing, but about community, connection, and how powerful a calm dog (and a calm dog parent) can really be. I’m lucky. I get to do what I love, for a brand I believe in, in an industry I’m wildly passionate about.
Whether I’m posting from Kradle’s account or from my dog’s, one thing stays the same: I’m always speaking from the heart — and always thinking from both ends of the leash.
Elodi and Bowen in Chicago
About Elodi Bodamer
Elodi Bodamer is a Senior Public Relations Account Executive with experience across industries including fashion and beauty, hospitality, wine and spirits, legal tech, and pet wellness. She joined the Morning Walk team in September 2024 and has loved every moment since, working with standout team members and clients alike, including Kradle, Kalahari Resorts, SABRE Safety, Black Creek Cheese, and more. Elodi holds a master’s in public relations and corporate communication from NYU, where she graduated with distinction and wrote her thesis on sexualized advertising in the era of #MeToo. She earned her bachelor’s in strategic communication from Texas Christian University, graduating magna cum laude. Elodi also runs a dog mom and lifestyle account on Instagram, where she shares the joys (and chaos) of life in Chicago with her Siberian Husky, Bowen. In her free time, you can find her on a walk with her dog, at a bar patio with her dog, or curled up on the couch with her dog. Basically, you’ll always find her with her dog. A passionate storyteller, people person, and creative thinker, Elodi is always looking for new ways to push boundaries, spark conversation, and connect with audiences — both human and canine.
