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The dog account’s popularity spread beyond her family and friends to a few thousand people. But on a Monday night in December 2012, the account started gaining fans around the world. After Toffey posted three pictures of Tuna on the Instagram blog that night, the dog’s following grew from 8,500 to 15,000 within 30 minutes. Dasher pulled to refresh the page: 16,000. By the next morning, Tuna was at 32,000 followers. Dasher’s phone started ringing with media requests from around the world. Anderson Cooper’s talk show offered to fly her to DC; she appeared via webcast, thinking it wouldn’t be feasible to take a vacation day. But as requests for appearances continued to come in, her friends warned her about what was coming before she realized it: she would have to quit her job at the Pacific Design Center in Los Angeles and run her dog’s account full-time. It sounded ridiculous, so she took a month off to test the theory. Sure enough, BarkBox, which made a subscription box for pet items, was willing to sponsor Dasher and her friend on an eight-city tour with Tuna. People in various cities came up to her, crying, telling her they were struggling with depression or anxiety and that Tuna was bringing them joy. “That was the first time that I realized how much weight these posts had for people,” Dasher later recalled. “And that’s also when I realized I wanted to do this full-time.” Her life became about managing Tuna’s fame. Berkley, part of Penguin Random House, signed her up to write a book titled Tuna Melts My Heart: The Underdog with the Overbite. That led to more brand deals, plus merchandising to put Tuna’s likeness on stuffed animals and mugs. In her book’s acknowledgments, she thanks Tuna most of all, but also Toffey for sharing the post that changed her life. The tastes of one Instagram employee directly affected her financial success, but also the habits of the two million people who now follow that dog—including Ariana Grande.
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