Creative Strategy, Funnel Optimization Premium Pet Product Brand

Premium Pet Product Brand - Creative Strategy & Funnel Optimization

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.