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Wonderfur: Meta Ad Campaigns
Jen Lai
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Posted Nov 6, 2025
Designed 10 unique digital ads for Wonderfur Salmon Oil, leveraging the "Visible Difference" concept to maximize trial and promote superior pet coat health.
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Wonderfur
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
2. The Challenge: Bridging the Education Gap
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).
