But it’s not always all work and no play — like the handle’s partnership with Hozier.
“Hozier was doing a Q&A on Twitter to promote his album, ‘Wasteland, Baby!’ and someone asked him to rate their dog, and he gave them 11/10,” says Nelson. “I decided to comment and said, ‘I don't know. I'd go 12/10.’ He Quote Tweeted that and said, ‘I've been firmly put in my place by @dog_rates and rightfully so.’ [Our interaction] had the most engagement of his entire week-long promotion of his album. So minutes after the exchange, his label reached out and was like, ‘Hey, can we do something together?’ And we did. That interaction could not have happened on any other platform.”
As Nelson’s accounts continued to grow, he also had to figure out how to handle burnout and spread out his daily tasks. Now he has a team of strategists and writers, and of course, his new CEO Doug, an 11-year-old German Shepherd.
“It was a big learning experience, in the beginning, to relinquish some control and delegate effectively,” says Nelson. “I’m still not great at it, but it helps keep the wheels turning, and it has been necessary to prevent burnout. It allows me to focus on the creative and not deal with the things that I'm not as good at.”
So what’s next for these paw-sitively adorable accounts? Nelson hopes to take his brand IRL in a post-pandemic world.
“We’ve had a lot of fun being invited to events like a dog surfing competition and the Royal Canin National Dog Show,” he says. “But we would like to host them this time because we've been lucky enough to find some great partners who would help make it an incredible experience. I'm looking forward to hosting some events where you can bring your dog, and we can all have fun, especially since we've all not done that for a few years now.”