Positioning: "Slow life by the sea, through a dog's eyes." Instead of competing in the trick/funny-fails segments, MIGO occupies the calm-lifestyle sub-niche: beach walks, siestas, Mediterranean scenery. The rare breed became an asset — Lagotto owners are an underserved search audience with almost no content serving them.
One coherent brand identity across three platforms, in MIGO's first-person voice
Evergreen breed content that ranks for rare-breed searches regardless of posting frequency
All with €0 ad spend and a few hours per week — efficiency is the headline metric
Result
A published bilingual book — the project's tangible, permanent outcome
One coherent brand identity across three platforms, in MIGO's first-person voice
Evergreen breed content that ranks for rare-breed searches regardless of posting frequency
All with €0 ad spend and a few hours per week — efficiency is the headline metric
Lack of owner discipline detected (as it's me the owner, I am keen to jump back to this route
Tools used
1/ For Video editing used free CapCut subscription, videos done on iPhone 12 ProMax camera 2/ Book created with Google Storybook experiment tool 3/SMM posting automation used Buffer free subscription