Owned TikTok
TikTok is Maev's primary discovery channel. This is where most people meet the brand for the first time. I led the shift away from disconnected, trend-chasing content toward a deliberate, recognizable presence built on cultural storytelling, ingredient education, and aesthetic consistency. Every post works toward one goal: leaving viewers with a clear, memorable impression of what Maev stands for.
The Problem
In 2025, the highest number of views and accounts for ~66% of Maev's Total Social Impact Score — yet the channel lacked direction. Content was disconnected, brand voice was inconsistent, and reach wasn't converting into meaningful brand affinity. This strategy addresses that gap
Channel Role
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TikTok sits at the top of the funnel, feeding a deliberate brand ecosystem:
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TikTok (Discover) → Instagram (Deepen) → Website (Convert)
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Unlike Instagram, TikTok reaches people who have never heard of Maev. The algorithm is interest-based, which means content quality and cultural fit determine reach — not existing community size.
Target Audience
The Creative Aesthete — Stylish city-dwellers (designers, architects, photographers, creative directors) who care deeply about curation. Maev should feel like it belongs in their world.
The Wellness Warrior — Health-conscious dog parents (nutritionists, fitness trainers, health coaches) who want full ingredient transparency and evidence-backed choices for their dogs.
Brand Voice
The content should look and sound like it comes from intentional, health-conscious, city-living dog people who refuse to compromise.
Visual: Cinematic, unhurried, visually distinct. Cohesive colors, lighting, and textures. Nothing cluttered or chaotic.
Sound: Clean and calm. Environmental audio (park sounds, paw steps, dogs at dinner) over trending sounds. Trending audio only when it genuinely fits the brand.
Captions: Short, confident, lowercase where natural. Witty but not try-hard. SEO-informed without feeling like SEO copy.
Comments: Gen-Z fluency with dry humor and self-awareness. Never corporate, never defensive.
What Success Looks Like
A viewer who discovers Maev on TikTok should walk away knowing exactly what the brand stands for — and wanting to be part of it. That curiosity drives them to Instagram, then to the website. TikTok's job is to make the brand unforgettable to the right people.