Wonderfur: Meta Ad Campaigns

1. Project Overview and Objectives

Client: Wonderfur

Product: Salmon Super Omega Oil (Focus on coat, skin, and joint health)

Campaign Goal: Increase initial trial and product awareness among pet owners currently not using supplements, specifically targeting visible health benefits.

Channels: Facebook/Instagram (Focus on visual storytelling), Google Display Network.

Target Audience: Pet owners aged 25-55 who are highly engaged with their pet's appearance and diet

The primary challenge was twofold:

Commoditization: The pet supplement market is saturated with fish oil products. Simply advertising "Salmon Oil" is not compelling and leads to low conversion rates due to pricing competition.

Lack of Urgency: Many pet owners view supplements as optional. The challenge was to create visual urgency by demonstrating that the pet's current state (a dull coat, mild itching) is actually a problem that needs solving. The campaign needed to shift the focus from the ingredient (salmon oil) to the outcome (a Wonderfur coat and energy).