Creative Strategy, Funnel Optimization Premium Pet Product Brand
Zacharenia Piperaki
Premium Pet Product Brand - Creative Strategy & Funnel Optimization
This concept was created by me and I own all rights.
CASE STUDY: Premium Pet
Product Brand - Creative
Strategy & Funnel Optimization
Duration: 1 month
Scope: Meta Ads Creative Strategy + Partly Video Production + Full-Funnel
Performance Audit + Collaboration with Editors for Briefing
The Challenge:
A premium pet product e-commerce brand was spending $100/day on Meta ads
with poor returns (0.40 ROAS). The account suffered from multiple issues:
Weak creative strategy with low engagement (20% hook rate), 0.40% ROAS,
long creatives and ad fatigue.
Misaligned Advantage+ targeting delivering ads to older demographics
instead of core 25-45 year old buyers
Technical website issues causing 67% cart abandonment
No strategic authority to modify targeting or implement full recommendations
What I Delivered:
1. Creative Strategy, Scripting & Video Production
Developed 12-60-second Meta ad scripts using behavioral psychology
frameworks (loss aversion, authority bias, identity shift)
Produced partly video and static ads in-house including "Breaking News"
angle featuring humorous dog anchor concept
Created multiple hook variations for systematic testing:
Price anchor: "$25 toy = $200 furniture damage"
POV shift: "You realize your dog isn't 'bad'...
"
CASE STUDY: Premium Pet Product Brand - Creative Strategy & Funnel Optimization 1Identity: "Does your dog’s destruction make you feel stressed?"
FOMO: Limited shipping offers
Social proof: 8,000+ happy chewers
News/authority angle: "Finally, a cure is found for destructive dogs"
Structured timing: Problem (0-6s) → Agitation (6-15s) → Insight (15-24s) →
Solution (24-35s) → Social proof (35-43s) → CTA (43-58s)
2. Full Funnel Performance Audit
Conducted comprehensive audit identifying 7+ critical issues:
Page load speed: 3.7s (industry standard <2s)
Mobile UX: iOS Safari checkout bug blocking conversions
Missing payment options (Apple Pay, Google Pay)
Weak trust signals (reviews not visible, unclear return policy, no security
badges)
Poor navigation with key benefits buried
67% checkout abandonment rate
3. Technical Optimization Roadmap
Immediate fixes: Image compression, checkout bug repair, payment gateway
additions
Medium-term: Customer photo gallery, trust signal enhancement, navigation
streamlining
Long-term: A/B testing framework, personalization engine, post-purchase
email flows
4. Testing Framework & Budget Management
Hook-first testing methodology
$100/day budget optimization
Performance tracking: CTR, CPC, video completion, hook rates, ROAS
Compliance-safe creative structure aligned with Meta policies
CASE STUDY: Premium Pet Product Brand - Creative Strategy & Funnel Optimization 2Results Achieved:
ROAS: 0.40 → 0.79 (97.5% increase)
Hook Rate: 20% → 45% (125% improvement)
Video engagement dramatically improved through psychology-based
scripting
Created repeatable testing framework for future campaigns
All results achieved despite:
Limited implementation authority
Restricted account access
Misaligned Advantage+ targeting (unable to modify)
Multiple unresolved funnel issues
Strategic Impact:
Demonstrated end-to-end capability from strategy through execution - scripting,
video production, and performance optimization. Delivered both immediate
performance gains (nearly doubled ROAS, more than doubled hook rates) and a
scalable framework for future product launches, all while working within
significant operational constraints.
Work created by me, I own all rights
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Posted Oct 10, 2025
Developed creative strategy and optimized ad funnel for Premium Pet Product Brand, improving ROAS and engagement.
