How NutriPaw Went From a Spreadsheet of 50 Creators to an Influencer Community of 3,000+ With SARAL

NutriPaw is a London-based pet wellness brand founded in 2020 by Adelina Zotta and Connor Westby. They make natural, vet-approved supplements for dogs, likecalming chews, allergy treats, joint support, the kind of product that pet parents buy because it worked, then tell everyone about. Within a few years, Connor had scaled NutriPaw into an eight-figure brand with over 1.75 million customers across the UK and beyond. The community of dog owners was already there. The influencer program to match it was not.

What did NutriPaw's Influencer Program Looked Like Before SARAL?

NutriPaw had a few tcreators in a spreadsheet. Some rows had a username. Some had a contact name. Some had a discount code. Most had a bit of everything, scattered across columns with no clear system tying it together. Finding new creators meant searching each platform separately, by hand, with no way to flag who'd already been reached out to. Follow-ups were manual. Shipping was manual. Payments were manual. Their team's time was being eaten by tasks that had nothing to do with building relationships with creators.

"A lot of manual work, a lot of spreadsheets, a lot of sending emails by myself, no outreach platforms or anything."

Today, that same team manages over 3000+ creator relationships. No new hires. The number grew because the system underneath it changed completely.

How did SARAL change the way they work?

Finding the right creators

With SARAL, influencer discovery moved into one place. The platform searches across platforms like YouTube, Instagram, Tiktok and surfaces influencers based on niche, content style, and engagement. No more hopping between tabs to piece together a list. A saved tag inside SARAL flagged any creator who'd already been found or contacted, removing the guesswork about who was new and who wasn't.

"SARAL basically scrapes the internet, so you get every result you are looking for, and that's huge."

On top of that, SARAL's lookalike search, powered by SIA, lets you take any creator who's already performing well and find hundreds more with the same profile in minutes.

Influencer outreach  at sscale

SARAL's outreach sequences handled follow-ups automatically, with open rates and response rates visible in real time. The team knew quickly what messaging was working and where things were dropping off, without keeping a separate log of who'd replied and who hadn't.

You can also pick from ready-made templates inside SARAL and customize from there — outreach that feels personal without starting from a blank page every time.

Getting products out the door

SARAL takes the repetitive ops work off your plate. One example: creator addresses get pulled automatically from their email replies, so shipping goes from a multi-step manual process to selecting a product and clicking send.

"I don't have to input anything, just select and ship the products."

Paying creators without the admin overhead

The team connected PayPal once and paying a creator became a single click: clean, fast, and completely out of the way.

Keeping track of 3,000+ relationships

SARAL's CRM let NutriPaw's team organize every creator by tag and pipeline stage, so they could pull up exactly who needed attention on any given day.

"Having everything in one place and being able to see people by tags, by stages; I'm able to select all the creators I need to do some part of my workflow that is needed that day."

You also get a single view of every creator in the program like engagement rate, follower count, conversation history, all of it in one place without opening a separate tool or cross-referencing a sheet.

What did they do with the time they got back?

Once discovery, outreach, shipping, and payments were running through SARAL, the team had time to focus on the work that a platform can support but can't do for you: building relationships with creators.

"My campaign's workflow has changed completely. I really did have time to think about the strategy and to put my effort into the relationship building with the creators."

The tactic they landed on was a monthly check-in with every creator in the program; the kind of thing that's impossible to do consistently when admin work is eating the week. Alongside the check-ins, NutriPaw sent a small monthly treat to their ambassadors. What they found was that the treat, more than the commission, was what creators looked forward to.

"The commission is just a bonus for them. They're more looking forward to the monthly treats that we send out."

That combination turned a commission-based program into something creators felt attached to. And creators who feel attached to a brand post more, post longer, and eventually move from ambassador to advocate without being asked.

"We have a lot of creators that became an advocate. We've seen a lot of fur parents who've been very happy with the product, and because of this, they are also able to earn commissions. That kept them motivated to produce content every month."

What did their influencer program look like on the other side of all this?

• Creator network grew from 50 to 3,000+, with the same team
• Discovery, outreach, shipping, and payments moved into one system
• Time freed from admin went into relationship management
• Monthly check-ins drove consistent, recurring posts across the program
• Product-seeded creators converted into long-term advocates and affiliates
• Revenue followed directly from that posting consistency

"Just focus on building relationships. And then you'll see results coming."

If you're running your influencer program out of a spreadsheet and wondering why it's not scaling, the answer is usually not the creators. It's the system behind them. SARAL gives your team the infrastructure to find, reach, manage, and pay creators in one place — so the hours you're spending on admin go back into the relationships that drive results.

Book a consultative demo with the SARAL team to see exactly how a program like NutriPaw's gets built, and what that could look like for your brand.