Moo Deng, Choupett, Grumpy Cat… these animal influencers are becoming brands in their own right

Moo Deng has become a real phenomenon on the web since her birth on July 10. Lillian SUWANRUMPHA/AFP

Animals are not only cute. They can also be formidable cash machines. Some like Moo Deng, Grumpy Cat or Choupette have become influencers in their own right, to the great delight of Internet users who like to follow them on social networks, but especially their owners. Decryption.

With his expressive eyes and chubby frame, Moo Deng has it all. It's no wonder that the pygmy hippo has become a social media darling since Khao Kheow Zoo in Thailand began sharing videos of him on social media. Some of the videos show the animal, whose name means “leaping pig,” taking a bath or spending time with his mother, Jona.

The zoo where Moo Deng was born quickly recognized the hippo's highly viral potential and decided to make him one of its mascots. The BBC reports that 128 of Khao Kheow Zoo's last 150 social media posts have been of Moo Deng. The establishment has also created a range of clothing products bearing the image of this semi-aquatic mammal for its many fans.

Because visitors are flocking to see Moo Deng in the flesh, not through a screen. “The number of Thai and foreign visitors hit 15,000 on Saturday (September 14), compared with 2,000 to 3,000 at the same time last year,”, Attaporn Sriheran, director of the Zoos and Wildlife Organisation of Thailand, told the Bangkok Post.

Brands have also been riding the “Moo Deng” wave for commercial gain. The Thai branch of cosmetics retailer Sephora recently ran an ad campaign for a blush range that it claimed allowed customers to “wear their blush like a baby hippo”, a nod to Moo Deng's rosy cheeks.

The Business of “Petfluencers"

The craze surrounding this pygmy hippopotamus is reminiscent of that generated, before it, by other animal stars. Let us cite, for example, Grumpy Cat. This cat with a grumpy face, due to a dental malocclusion linked to her dwarfism, became a real phenomenon during the 2010s. She appeared in an incalculable number of memes on the Internet, but also in derivative products. T-shirts, shoes, mugs, cushions, greeting cards…

The cat's face has been seen everywhere, much to the delight of Tabatha Bundesen, his owner, and her brother, Bryan. The siblings founded the company Grumpy Cat Limited to manage the cat's image rights and collect royalties. Grumpy Cat alone is said to have generated millions of dollars since her first photos were published online in 2012.

Some animals have become stars in their own right thanks to their owner's celebrity. This is the case for Choupette, the Burmese cat of the late fashion designer Karl Lagerfeld. With more than 264,000 followers on Instagram, the feline is sitting on a small fortune (more than 3 million euros, according to various sources) thanks to the many advertising campaigns in which she has participated. Olivia Benson, one of the three cats of the American singer Taylor Swift, is worth 97 million dollars, according to the Ultimate Pet Rich List.

But for an animal, there is no need to have an unusual physique or a famous owner to accumulate followers on social networks and attract the attention of advertisers. The Internet is full of “petfluencers”, that is to say, animal influencers. Brands love these furry and feathered muses who manage to arouse the interest of Internet users thanks to their cuteness.

In a study published in the journal Psychology & Marketing, researchers from Luiss (Libera Università Internazionale degli Studi Sociali) affirm that “petfluencers” engage consumers more than other content creators because they are seen as more credible than them.

In other words, animals make good salespeople. While their business potential is undeniable, using animals as ambassadors must be carefully considered by brands. Because “petfluencers” must be protected, just like their human counterparts.

Moo Deng was the victim of cruel behavior from visitors to Khao Kheow Zoo, with some throwing shells at her or splashing water on her in an attempt to make her react. To protect his golden goose, the zoo's director installed cameras around his enclosure. He also threatened to sue anyone who mistreated the hippopotamus.