In January 2021, Julia Peetoom began an Instagram account for her dog Keenam, and only because she “was taking a lot of photos of my very cute dog, and needed somewhere for those photos to live.” Today, @Our_Keenam has reached almost 11,000 followers on Instagram, and that exposure has gained both of them many opportunities in the community. This is the story of how one dog’s story changed, all through the power of social media.

Keenam’s account was humble in the beginning, but still attracted businesses with the intent of making him an ambassador. According to Julia, he’s represented at least 10-15 businesses throughout his social media career, and currently works with 8. We’re talking dog treats, toys, and bandannas, oh my!

His biggest opportunity was introduced in May of 2024, when Julia was approached by Mellody Farm for a marketing campaign. Keenam would be representing Mellody Farm’s Urban Farm Initiative, and working with businesses throughout the shopping center.

But why an animal influencer you may ask? Well, Mellody Farm is owned by Regency Center, and Alisa Taggart, Regency Centers’ Property Marketing Manager, says that “animal influencers tend to resonate more wit

h audiences due to their universal appeal and likeability.” She also went on to say that animals do feel more genuine than humans from an industry perspective. “While I can’t pinpoint the exact reason, it may have to do with their unique communication style and their inherently positive and pure disposition, which makes interaction feel more authentic and light-hearted.”

In other words, animals feel more genuine as influencers because of their inability to be purposely untrustworthy, which contributes to the innocent feel that draws many people, and customers, in. Regency Center has in fact seen “a notable increase in engagement when Keenam is featured,” meaning that their choice to take him on has paid off.

Since the Urban Farm, Keenam has also taken part in Mellody Farm’s winter event, as well as been featured on a beer can. His tale shows us that marketing has no bounds, and social media has helped contribute to that. And never fear, he will see more of the limelight in 2025, as “[Keenam] and his family are officially part of the Regency Centers and Mellody Farm family!”