Zigly For Happy Pets Community

Growing a pet community to 187,000 members and driving them into physical stores.

Zigly For Happy Pets Community

Growing a pet community to 187,000 members and driving them into physical stores.

Role

Community Manager

Service

Community Building

Role

Community Manager

Service

Community Building

Role

Community Manager

Service

Community Building

Purple Flower
Purple Flower

Context

Context

Petsfamilia Community

Petsfamilia is the consumer pet care company under Cosmo First's brand - Zigly for Happy Pets, a publicly listed conglomerate. The mandate was to build a community that would do something most communities don't: move people offline. I architected the full community from zero across Facebook, Instagram, WhatsApp, and one additional platform — defining content strategy, engagement cadence, moderation standards, and community structure simultaneously.

Industry

Pet care in India is a fast-growing, emotionally driven category. Pet owners are deeply community-oriented — they seek peer advice, share milestones, and respond strongly to brands that feel like part of their world rather than just vendors. The opportunity was to build exactly that: a brand community with genuine warmth and local presence.

What I Built

Architecting a multi-platform pet community

I architected the full community across four platforms simultaneously — defining content strategy, engagement cadence, moderation standards, and community structure. I planned and ran events across multiple cities: puppy parties, adoption drives, and new store launch activations, each designed to move digital members into physical spaces. I also managed a 50+ creator and influencer network, coordinating campaigns that expanded organic reach while staying true to the community's values.

Connecting digital community to physical retail

A key part of the mandate was bridging online community and offline retail. I planned and executed community events across multiple cities — puppy parties, adoption drives, and new store launch activations — each designed to move digital members into physical spaces. These events consistently drew pet parents per activation and generated a direct, trackable lift in in-store sales. Alongside events, I managed a network of creators and influencers, coordinating campaigns that expanded organic reach while keeping community values at the centre.

Campaigns with cultural reach

Beyond community programming, I led integrated brand campaigns across social and offline channels. The 'Covid Affected Pet Families' campaign earned editorial coverage in Femina and Mint, and a single content piece reached over 7 million organic views. This work positioned Petsfamilia not just as a retail brand but as a genuine home for the Indian pet owner community.

What I Built

Architecting a multi-platform pet community

I architected the full community across four platforms simultaneously — defining content strategy, engagement cadence, moderation standards, and community structure. I planned and ran events across multiple cities: puppy parties, adoption drives, and new store launch activations, each designed to move digital members into physical spaces. I also managed a 50+ creator and influencer network, coordinating campaigns that expanded organic reach while staying true to the community's values.

Connecting digital community to physical retail

A key part of the mandate was bridging online community and offline retail. I planned and executed community events across multiple cities — puppy parties, adoption drives, and new store launch activations — each designed to move digital members into physical spaces. These events consistently drew pet parents per activation and generated a direct, trackable lift in in-store sales. Alongside events, I managed a network of creators and influencers, coordinating campaigns that expanded organic reach while keeping community values at the centre.

Campaigns with cultural reach

Beyond community programming, I led integrated brand campaigns across social and offline channels. The 'Covid Affected Pet Families' campaign earned editorial coverage in Femina and Mint, and a single content piece reached over 7 million organic views. This work positioned Petsfamilia not just as a retail brand but as a genuine home for the Indian pet owner community.

What I Built

Architecting a multi-platform pet community

I architected the full community across four platforms simultaneously — defining content strategy, engagement cadence, moderation standards, and community structure. I planned and ran events across multiple cities: puppy parties, adoption drives, and new store launch activations, each designed to move digital members into physical spaces. I also managed a 50+ creator and influencer network, coordinating campaigns that expanded organic reach while staying true to the community's values.

Connecting digital community to physical retail

A key part of the mandate was bridging online community and offline retail. I planned and executed community events across multiple cities — puppy parties, adoption drives, and new store launch activations — each designed to move digital members into physical spaces. These events consistently drew pet parents per activation and generated a direct, trackable lift in in-store sales. Alongside events, I managed a network of creators and influencers, coordinating campaigns that expanded organic reach while keeping community values at the centre.

Campaigns with cultural reach

Beyond community programming, I led integrated brand campaigns across social and offline channels. The 'Covid Affected Pet Families' campaign earned editorial coverage in Femina and Mint, and a single content piece reached over 7 million organic views. This work positioned Petsfamilia not just as a retail brand but as a genuine home for the Indian pet owner community.

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