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The world’s first at-home DNA test for your cat

A better way for businesses to manage social media according to Basepaws

For most, our furry friends become more like family, and this was something that founder, Anna Skaya knew when launching Basepaws — the world’s first at-home DNA test for your cat. Now based in Los Angeles, the company has grown to a team of fifteen with investors including Shark Tanks’ own Kevin O’Leary along with some of the world’s top pet companies.

Fondly referred to as 23andMeow, Basepaws is a revolutionary concept to help cat owners learn more about their cat. With a quick at-home cheek swab test, Basepaws analyses DNA to create complete profiles of each cat, allowing owners to learn more about their cat’s breed, health, personality, and traits.

In addition to their mission of advancing the health of cats everywhere, Basepaws also supports partner shelter agencies, using their social media community to help cats find furever homes.

The challenge

After their appearance on Shark Tank, the brand saw interest in the product increase exponentially, not just locally but internationally as well. While great for business, this attention took away from the time usually devoted to helping re-homing kitties, achieved l through their dedication to social media.

The solution

Instead of letting their commitment fall by the wayside, Basepaws turned to Canva for a more efficient way to manage their social media accounts. In fact, Anya Cuzmenco, the company’s Chief Meowketing Officer, credits Canva for much of their early growth and traction across social media. Shortly after launching, Anya hired Nadja Skale to look after the brand’s growing social media and community presence. The brand grew quickly on Facebook and Instagram with fun and informative content designed using Canva.

With the help of Canva, Basepaws was able to help hundreds of shelter cats get adopted at the height of the COVID-19 pandemic, partnering with shelters to create personality posters and other social media campaigns for each cat, which were shared across social media.

How they did it

The team has been able to successfully grow and retain their customer base through social media, with both public pages and private community groups. With the help of Canva, Anna and the team are able to create branded designs with minimal fuss – whether it’s an adoption profile, a sales promotion, or an event flyer.

Collaboration plays an important role in the way the team design, often by sharing templates with rescue and adoption agencies who complete the details and add images before sending the completed designs back to the Basepaws team. This is easily achieved with Canva’s share functionality, where anyone can be invited to work on a design together. It makes everything more efficient – from inputting information, getting feedback or every obtaining approval on the final design.

Nadia said, “With Canva, it’s made it easier than ever to design and collaborate with different teams and businesses. We can share designs with our partnered adoptive agencies and they’ll edit and upload pictures of the adoptive cats into the designs. It saves us emailing pictures and designs back and forth, we can edit together all in the one place.”

When it comes to specific features, the Basepaws team are regular users of the Background Remover to ensure each cat is presented in the best possible light. Plus, Canva’s social media scheduling functionality means they can preload posts in bulk then schedule them to appear at optima times . It’s just another way Canva makes social media simple.


For a lot of businesses, consistent and continuous management of social media can be overwhelming, particularly if just one person is responsible. Canva can help alleviate a lot of those issues by distributing the workload, making it easy to create professional content, and freeing up time by scheduling posts ahead of time.

Nadia added, “Since using Canva for our social media, we’ve grown our communities and helped our partner adoption agencies re-home hundreds of abandoned kittens and saw a significant increase in social media engagement. Most recently, we used Canva for most of our Cat Behavior Summitbranding, through which we raised over $6,000 for special needs kittens.”


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