We were lucky to catch up with Charlie Waters recently and have shared our conversation below.
Charlie, thanks for taking the time to share your stories with us today Let’s jump back to the first dollar you earned as a creative? What can you share with us about how it happened?
The first actual paper currency, I earned other than brands sending us product to promote, was when I received an email from a PR/advertising agency out of New York, Weber Shandwick, and at first I was super skeptical because I thought it was spam. But, upon reading the email a few times over I did a search on the company itself and realized it was a pretty big deal, so what they were asking for was to schedule a zoom call to meet the pups for an upcoming pet friendly hotel campaign, they were working on. We scheduled a time to chat about the campaign and about my content and they requested pricing, some thing I was very unprepared for, but excited nonetheless.
I reached out to a few marketing directors and “human” influencers I knew to get their advice on where I should price myself for the work needed to be done based on engagement and after putting together a media kit, I sent it over to the agency and they hired us for the Stephen F, Austin Sonesta Royale to promote their PAWs program (Pets Always Welcome at Sonesta) this program is for those pet parents who travel with their pets, and with no breed restriction or weight limit and I was all in for this campaign.
The added bonus is when you stay with your pets, the room is appointed with custom dog bowls, plenty of toys, treats, all of the goodies and a comfy bed for them to sleep on, however, these two pups decided that the king bed was worth sleeping in instead.
I was tasked with creating three reels, three static posts and 10 stories while on property in return for a two night stay in a massive king suite and a contract signed by myself and Weber Shandwick, the check I received for the work I completed was the biggest amount earned up to that point, just by doing Instagram with my dogs and I was hooked. All the dedication and hard work put into capturing Ryker and Sinatra, posting and engaging with our followers had finally paid off. My vision of promoting pet friendly hotels and being paid for it was finally being manifested.
Charlie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My name is Charlie, and a few months after finalizing a divorce I was missing a wagging tail greeting me when I got home from work so I reached out to the lady who I had gotten a previous dachshund from and she sent me a Ryker‘s baby picture and I knew in that instant he was my boy. I picked him up on Valentine’s Day of 2020 and then the first few moments of holding this little guy all of my troubles, all of my anxiety all of my depression, that I’ve been working so hard to overcome was instantly lifted from me, and I felt free for the first time in years.
In March of that same here I received word that I was being laid off, and I looked at Ryker and said “Okay little man you’re the boss now let’s go make it happen” from the moment I got him home I knew he was a born model, so without having a job or any prospects and no companies hiring at the time due to the pandemic, I focused all my energy on his Instagram account. I would post daily, and it grew and grew so much that from April to August, we were sitting at 6.5K followers and I was blown away.
At this point, I had an idea of where I wanted to take this new brand, and it all stems from walking him out on the Katy Trail, during the height of the pandemic, when all of us were going through a very tough time and feeling like a dark cloud was hanging over us all. I vividly remember on multiple occasions people walking by and seeing his little strut and asking if they could pet him and of course I said yes. They would walk away from petting him and would turned back with a smile on their face and tell me “thank you, I really needed that. You have no idea“. It was in this moment I felt complete gratitude for this little guy and knew what our mission was from that day forward “be the reason someone smiles today“ it was a vision of being the light in a world full of darkness , and it became my driving force behind this brand.
As we fast forward towards the end of 2021 I was working again, I received a picture of Ryker’s nephew, a blue eyed little dapple piebald dachshund, and I knew I had to add him to the squad.
They became known as The Dapperest Dachshunds with their upcountry brand harness/lead sets, and they’re custom made bowties to match. I knew this was the perfect name, because no matter how many more dachshunds I added to the squad, we could always be known as The Dapperest Dachshunds.
I think what sets us apart, and when I say us, I’m talking about the pups, is the fact that when the camera comes out, they know what to do, and I truly believe they were born to do this. These pups have some of the most amazing supporters from all over the world, and I am forever grateful for the opportunity to share them with so many people.
Is there mission driving your creative journey?
To be the reason someone smiles today that’s what drives me and when I hope to accomplish is to one use our platform by not only promoting pet friendly destinations, but more importantly, to be able to raise awareness and funding for IVDD patients.
IVDD is a sometimes crippling disease, IVDD affects 19 to 24 percent of Dachshunds,1-2 times more than any other breed. The disease occurs when the intervertebral disks, the shock absorbers between the vertebrae of the spinal column, bulge or burst, becoming herniated.
Being able to create awareness behind this crippling disease, and save many pets, not only dachshunds, but pets to help them live a healthy and productive life. After suffering such a traumatic injury, i want to be able to help put smiles on the faces of pet parents around the world.
Any insights you can share with us about how you built up your social media presence?
Honestly, I think it has to come from a strategy Ilearned from Gary Vee in that being be consistent. Use as many hashtags as you can and tag as many accounts as you’re allowed to.
Not only that, but creating content that you want to create and don’t try to guess what your audience wants to see. Do it for you while creating either witty, entertaining or valuable captions to go along with it.
Engaging with the your followers who actually comment on your post regardless, if it’s five comments or 100 comments it doesn’t take that long to go in there and personalize something because what I’ve learned is when someone is following you and they see you engaging they are more inclined to give you a follow.
I would also say when posting content with brands you would love to work with, do it for free, because you like the brand and promote that brand in your content. Soon enough you’ll have them reaching out to you for collaboration and paid content.
Contact Info:
- Website: TheDapperestDachshunds.com
- Instagram: TheDapperestDachshunds
- Facebook: Ryker the mini dachshund
- Youtube: TheDapperestDachshunds
- Other: Please note, the website is under construction as I’m working to build it out
Image Credits
Charlie Waters