Social retainer · Pet care · Los Angeles
Luxury pet care on the Westside of Los Angeles, run from Bali. The retainer that became our operating template: a brand voice, a content system and a production SOP built so the founder could step out of the caption box, plus a second audience the business had never sold to.
The situation
Amy Schwab founded Betches Walking Betches in Los Angeles in March 2023 and now runs it remotely from Bali: 146 client families, 156 pets, a hand selected team of thirteen who are insured, bonded, background checked, CPR certified and under NDA, five stars on Google and a feature in Voyage LA. Amy has spoken on multiple stages and trained as a speaker, and she was still the person writing every caption at eleven at night. The business was working, and the founder had become the bottleneck.
The brief
Take the brand voice off the founder without losing it, build a content system her team can run, and open a second audience the business had never sold to.
What we built
The work
Posting when inspired became three visibility pieces, three activation pieces and one conversion piece every week. The volume stayed the same, every piece now has a job, and anyone on the team can see which job is still unfilled.
Confident, refined, witty and emotionally intelligent, codified into rules specific enough that a new editor writes in it on day one. That includes the hard positioning line that the whole vetted team handles every dog, never one dedicated walker.
A documented capture to export SOP covering what to film, at what resolution and frame rate, how it gets cut, who posts it and in what order. A single shoot day now produces a month of content, batch recorded and scheduled.
A twelve piece dual audience arc speaks to West LA pet owners and to pet care business owners at the same time, opening a peer community line the brand had never sold into. It produced leads in its first week live, and new client families have come in from the content since. On Threads, one post from Amy's personal account drew 302 likes and 90 replies from a 69 follower start, and a posting and reply engine now runs both accounts daily.
See it live
What it proves
This is the full shape of a Best Friend Productions retainer: brand, voice, framework, production system, portal and a second revenue line, running on a real business with real clients, for a founder who works from the same island we do.
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