PetBae is a UAE-based pet tech platform connecting pet owners with trusted, in-home caregivers. As a new entrant in a trust-sensitive category, the key challenge was building credibility and reassuring users about leaving their pets with strangers.

Our approach focused on strategic PR and founder profiling, positioning Joey Chaaya as a passionate, purpose-driven entrepreneur while humanising the brand through lifestyle storytelling and real consumer benefits. We highlighted PetBae’s tech convenience, trust-first model, and homegrown story to resonate across both business and lifestyle audiences. Alongside securing media coverage, we elevated Joey as a thought leader in the startup and pet care space, driving awareness, credibility, and engagement for the brand.