The fresh pet food category was highly intimidating, highly saturated, and highly competitive during the height of Covid-19. With so many potential leads on social media, we had the opportunity to get them to stop scrolling and engage with us. We fully believed that our personalized product experience was unique—so we did our due diligence in research and exploration. Our strategy was to differentiate the brand visually and tonally, making smart decisions informed by customer data, and learning by testing rigorously.

Our team had an appetite for growth so we got to cooking. We planned on collecting video assets from the production of our first national streaming ad to ensure our brand was presented holistically across all channels. What we ended up with were over 30 storyboarded ads, each with its own messaging approach to resonate with audience segments. From there—rapid iteration based on performance metrics. We then developed landing pages that were equally thoughtful, that offered visitors a seamless experience down the funnel.

At the end of this particular campaign we had several key takeaways. One, we saw our highest increase in revenue to company date. Two, we made away with more tools and valuable insights through trial and error. Three, not so much a takeaway as a pat on our backs, we saw competitors imitate some of our best performing ads. Yes, we were flattered.