Dr. Paula Terifaj
Veterinarian Turned Author & Animal Welfare AdvocateOverview
Dr. Paula Terifaj is a retired veterinarian and animal welfare advocate who set out to educate pet owners and future veterinarians about holistic care practices and the realities of the pet food industry.
Although Paula had valuable insights and a growing collection of blog content, her work lacked visibility and professional positioning online. Her content was primarily shared through personal channels, limiting credibility and reach.
Our goal was to transform her blog into a recognized educational platform, build an engaged audience, and support the successful launch of her memoir and documentary.
When we began in 2021, Paula had just 3 subscribers and minimal online presence. Within months, her platform grew into an active and engaged community.
My Role
Product Marketing • Social Media Management • Public Relations • Email Marketing
Built marketing infrastructure from the ground up
Developed go-to-market strategy for book release
Created automated email marketing system
Managed social media channels and content strategy
Led documentary promotion campaign
Developed SEO-driven content calendar
The Challenge
Paula had important insights to share but lacked:
Professional online presence
Email marketing infrastructure
Audience growth strategy
Book launch plan
Brand positioning
Her blog content was being shared primarily on her personal Facebook profile, which limited credibility and visibility.
Her goal was to:
Grow a meaningful audience
Build an educational platform
Generate authentic engagement
Successfully launch her book
Strategy
Platform Development
Created Facebook Business Page
Built Instagram Business Profile
Implemented email automation system
Optimized blog for subscriber growth
Content Strategy
Developed a structured content calendar including:
Veterinary education content
Blog post teasers
Documentary clips
Infographics
Book excerpts
Educational facts
Advocacy messaging
Turned long-form blog posts into bite-sized social content that drove traffic back to the website.
Email Marketing
Implemented automated email marketing system:
Welcome sequence
Blog post notifications
Book launch teasers
Subscriber nurturing campaigns
Email marketing became Paula’s most reliable owned audience channel.
Advertising
Facebook Lead Generation campaigns
Audience segmentation
Retargeting strategies
Awareness campaigns for documentary and book launch
Facebook Lead Ads delivered the highest ROI across all channels.
Content Creation
Turning a blog post into bite-sized chunks with teasers to create natural social engagement leading users to the website for more.
Meta: Facebook/Instagram Cross-Posting
Infographics
Documentary Reels
Educational Facts from Book
Blog Post Teaser
Activism: Social Justice
Documentary: Don’t Let Sleeping Dogs Lie
Results.
Audience Growth
Grew from 3 subscribers to 80+ email subscribers
Added 20+ new subscribers per week
Built 500+ social followers
Generated 100+ new followers monthly
Engagement
Average Facebook posts received 80+ reactions
Generated 30+ comments per post
Instagram posts averaged 10–20 engagements
Built an active reader and advocacy community.
Sales Performance
Averaged 4+ book purchases per month
Converted social traffic into consistent sales
Supported successful Amazon and direct-to-consumer launch
Video Campaign Performance
Documentary promotion:
Let Sleeping Dogs Lie
YouTube: 8,589 views
Instagram: 10,894 views
32 comments and discussions generated
Impact
Transformed a small personal blog into a professional platform
Built a scalable marketing system
Established a loyal reader community
Supported a successful book launch
Created sustainable long-term audience growth