ALLENDALE, N.J. -- What started as a personal page to keep friends and family abreast on the antics of a beloved pet has turned into an Instagram sensation for two-year-old Royce the French bulldog .
He even has his own moniker: "Royce the Frenchie."
Jaime Getto traces her dog's celebrity rise to 2014 when she was a college grad living in Allendale. She'd post -- and pet brands would "like" her photos. They then began sending her products.
The rest is more or less viral history. Before she could say "go fetch," Royce, who currently has 23,400 Instagram followers and is known for his 'incredi-bull" style, started doing sponsored campaigns, attending launch events, and hosting meet and greets. In April, Getto signed him with The Dog Agency, a Manhattan-based company focused on pet influencers.
What makes Royce appealing -- besides being a "cutie," she said -- is that he shows a lot of emotion in his photos. Getto also created a brand identity for him under “Royce the Frenchie." "
"Every photo we post is accompanied by a caption that is on brand, and maintains the 'Royce voice,' which is a combination of sassy and silly humor," she explained.
So far, Royce has been featured in publications like MarketWatch, Elite Daily, and Huffington Post and done work for Petsmart and Dollar Shave Club, among others.
Luckily, none of this hoopla has gone to his head. "Behind the scenes, he’s still living the good life of a pup," said Getto. "If anything, this allows me to spend more time with him than I normally would be able to. My office is very dog-friendly and everyone loves having him visit."
If you want signed autographs, however, you're barking up the wrong tree.