We recently connected with Lauren N. and have shared our conversation below.

Hi Lauren, thanks for joining us today. 

Innovation in my career hasn’t typically come from a single, great idea but from solving many small, real-world challenges that have shaped my business remarkably. One of the most innovative things I do is redefining how brands can market themselves to younger demographics through pet content. Traditionally, influencer marketing has focused on people as the face of campaigns, but I’ve taken a different approach by making my two dogs, Remy and Rio, the stars! This wasn’t just a creative decision—it was also strategic.

For example, when I pitch travel campaigns to pet-friendly hotel and hospitality brands, I emphasize how showcasing the full guest experience through the lens of pet parents can uniquely highlight their amenities! I believe that as younger generations seem to become increasingly attached to their pets, it allows hotels to stand out in a crowded marketplace.

Beyond that, I don’t always wait for brands to approach me. I develop pitches tailored to each brand, usually after extensive research about their target audiences, to show how my content can tap into the growing demographic of millennial and Gen Z pet owners. This shift, from just showcasing my pets to aligning content with brand’s business goals, wasn’t really something I saw widely in the pet content niche when I began focusing on that sector almost two years ago.

I believe that this blend of creativity, strategy, and authenticity has allowed me to build a business from what essentially started out as a passion project. That’s the kind of innovation I feel I bring to the table as a young entrepreneur in a unique niche!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Lauren, a content creator, marketing entrepreneur, and low-key obsessed dog mom based out of Las Vegas, Nevada. I run the Instagram account @whippet_in_vegas, which I started in 2020 as a way to share cute pictures of my first dog, Remy. What started as a hobby during the pandemic has since evolved into my full-time business and passion. Today, I partner with brands across various industries like hospitality, pet products, fashion, and more to create innovative, pet-centered campaigns that appeal to a unique demographic and drive results!

What sets my work apart is my unique approach to influencer marketing. Traditionally, campaigns are centered around human models or creators, but I’ve flipped the script by making my dogs, Remy and Rio, the focus. My content showcases how pets can seamlessly integrate into experiences like luxury travel, dining, and lifestyle products, giving brands a fresh and engaging way to connect with the growing demographic of millennial and Gen Z pet owners– the ones who love their pets more than life itself!

One of the main problems I solve for my clients is helping them stand out in a crowded marketplace. For example, when working with pet-friendly hotels, I highlight the full guest experience through the lens of a pet parent. This approach resonates deeply with audiences who see their pets as family members. I also strive to bring a deep level of strategy to my collaborations by tailoring each campaign to a brand’s target audience and ensuring the content shines through thoughtful styling choices. From carefully curated wardrobes to detailed shot lists, I try to design every aspect of my campaigns to create visually compelling, aesthetically pleasing content that resonates with a brand’s ideal demographic.

At the heart of everything I do is my mission to expand my dogs’ world while inspiring others to pursue their passions, no matter how unconventional they may seem. I want potential brand clients and followers to know that my brand is built on authenticity, creativity, and a genuine love for my dogs.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

My side hustle began as a complete surprise—an invitation to a brand launch party on the Las Vegas Strip. At that point, I had no idea what a brand partnership was. It was that night I learned about the world of brand deals. It was absolutely electrifying, it was like I had stumbled upon an accidental gold mine, and I was already halfway there—brands were apparently noticing me enough to consider inviting me to their events!

Inspired, I started sending pitches to local brands as soon as I got home, though I’ll admit, they weren’t great at first. My pitches were beyond rough, and I had very limited marketing knowledge. Having started so young, I was balancing my education with these small brand deals. But something clicked. Despite my inexperience, a few brands took a chance on me, and my side hustle officially began in February 2023.

At the start, I struggled with knowledge and confidence. I didn’t yet understand the value I could offer in marketing. I didn’t even know what value I was providing, honestly, I just knew I had something that once caught the attention of a media rep. That first invitation catapulted me into an entirely new world, but I was essentially learning as I went. I took online courses in digital marketing and learned about brand partnerships along the way. Though I wasn’t very confident at the time, I began to realize that I had the potential to do more than I originally thought. I thought maybe I’d work with a few local cafes or score some free toys for my dogs and call it a day. I had no idea I’d be working with billion-dollar brands within about a year, traveling for free, and getting paid for the value I offer brands.

The realization of the potential of my side hustle came slowly, painfully slowly, looking back. I felt from the start that this was going to be something big in my life, but it took a while for me to understand just how far it could go. The turning point came in October 2023, when I landed my first hotel travel deal, which was a real shot in the dark. It was a humble economy hotel in a small Utah town, but that deal opened my eyes to what was possible. By December, I was dreaming big. I had plans to take my dogs nearly 400 miles to show them my family’s hometown, and I made it happen!

It was after that trip that I really started pushing these perceived limtations. I sent what must have been over a thousand emails, sharing my story, statistics, and trying to convince brands that I could be a small, but valuable, part of their marketing campaigns. Slowly, deals started to come in. One brand said yes, then a few more, and by July 2024, I was setting off on a tour of 30+ cities, partnering with massive brands. Each deal felt like a huge accomplishment to me, that just kept on leading to the next!

Along the way, I hit major milestones that marked my growth—like hitting 1M views on a video, then 2M, 5M, and eventually over 15M views in a single year. Growing my community to over 10k+ followers was huge for me, too. I was also thrilled to be working with brands I had never even dreamed of, like Hilton and Marriott, surpassing my humble vision board’s expectations!

Through it all, persistence and resilience were the key ingredients to my success. There were countless emails that came back as firm No’s, each one more discouraging than the last, but I kept pushing. Over time, my vision for my brand evolved, too—from simply sharing cute photos of my dog for friends to now running a full-fledged business.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Building my reputation has been a mix of authenticity, evolving content strategy, resilience, and transparency. I’ve always tried to connect with my audience through raw, unfiltered authenticity. I’ve shared both highs and the lows, whether it was my dogs ending up at the emergency vet or dealing with Remy’s health struggles as a puppy. I never hid my excitement for small wins like a minor brand deal or reaching a small follower milestone, and that genuine enthusiasm helped my original followers connect with me on a deeper level.

My content strategy has evolved a lot since I started. At first, it was all about cute pictures of Remy, but I gradually moved away from just “cute” content and started creating content with more value for brands. As my audience grew, I incorporated new niches like fashion and travel, expanding my reach and showing that my brand could deliver across multiple areas of content.

Of course, my journey hasn’t been without challenges. There were many (MANY) times when I faced rejection. A specific moment was when I emailed almost every hotel in Santa Barbara to bring my dogs to my family’s hometown, and only got one yes. Each “no” chipped away at my confidence, and to be totally candid, I even cried a few times, thinking I would never be able to share that experience with my dogs. But those moments of rejection shaped me and really forced me to grow. Without them, I wouldn’t have developed the resilience that I rely on now, and I definitely wouldn’t have learned how to bounce back from setbacks, both of which have been beneficial traits in my personal life, outside of just business!

Brands know that when they work with me, they’re getting someone who is detail-oriented and deeply passionate about what I do. My media kit, which showcases successful collaborations with big-name brands adds an extra layer of trust. Smaller businesses looking at my past work know that if an internationally successful brand trusts me, they can too. Sharing the results of my campaigns, from millions of views to successful client acquisitions, further solidifies my credibility and shows that I bring real value to my partnerships.

Contact Info:

• Instagram: https://www.instagram.com/whippet_in_vegas/
• Other: Contact: [email protected]

Image Credits

Viktoriia Kontsedailo
Theresa Jane
Rhonda Johnson
Luis Lunao
Brittany Lee
Whippet in Vegas