Case Study: New York-Based Pet Brand
Prince Ome
In early December, a New York-based pet product company approached us with a request to help scale their online sales through strategic ad campaigns. Due to an NDA signed with the company, the brand name will remain withheld for security purposes. This brand specializes in high-quality, affordable pet products aimed at modern pet owners who value functionality and aesthetics but this time, the ad was for a pet water dispenser.
The client’s primary goal was to drive website purchases and maximize their return on ad spend (ROAS). They had a well-designed e-commerce website but struggled to generate consistent sales despite having a product catalog that appealed to their audience.
The key challenges we identified during our initial consultation were:
Low online visibility: The brand had a small following on social media and minimal online engagement.
Lack of targeted marketing: Their previous attempts at running ads yielded poor results due to ineffective targeting and unclear messaging.
Limited budget flexibility: Although the client wanted to scale, they were cautious about overspending without seeing measurable results.
To address these challenges, we developed a structured and data-driven ad campaign strategy focused on:
Audience Research and Targeting: Using Facebook Ads Manager, we analyzed existing customer data and identified three key target audiences:
Young pet owners aged 25-40 who value stylish and practical pet products.
Suburban families with pets.
Urban professionals with a disposable income and a love for pets.
We created custom and lookalike audiences based on these profiles and refined our targeting parameters to include interests such as pet care, pet supplies, and related lifestyle categories.
Campaign Structuring: We structured the campaign into three phases:
Awareness Phase: Focused on reaching new audiences with video and carousel ads.
Engagement Phase: Retargeted users who interacted with the awareness ads, driving them to the website.
Conversion Phase: Targeted warm leads with exclusive discounts to encourage purchases.
Daily Budget Allocation: We set a daily spend limit of $1,000, carefully monitoring performance to ensure we maximized conversions without overspending.
The campaign went live on December 5th, and here are the results as of today:
Website Purchases: 145
The campaign generated 145 confirmed purchases directly from the website.
Cost Per Purchase: $8.46
This cost per purchase is highly efficient, especially given the average price of the products sold was $50, yielding a solid profit margin for each sale.
Total Amount Spent: $1,227.25
Over the course of the campaign, the client has spent $1,227.25, which aligns with our carefully planned daily budget.
Reach and Impressions:
Reach: 90,285 unique individuals.
Impressions: 137,661, with an average frequency of 1.5 (indicating that most people saw the ad about 1-2 times).
Conversion Rate: Approximately 0.16% of reached users made a purchase, which is a strong result for this niche and price point.
Although the campaign is still running, we identified several areas for improvement:
Improving Retargeting Ads: While the engagement and conversion phases performed well, there is room to create more personalized retargeting ads for cart abandoners.
Expanding Target Audiences: We plan to test new audiences, such as older pet owners and niche pet communities, to further scale the campaign.
Optimizing Ad Creatives: We will introduce new variations of the highest-performing ads to prevent ad fatigue.
This ad campaign serves as a prime example of how strategic planning, creative execution, and data analysis can drive measurable results for e-commerce brands. With a cost per purchase of $8.46 and 145 website purchases to date, the campaign is on track to exceed the client’s expectations.
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Posted Jan 20, 2025
We're looking into a campaign I'm currently running for a New York-based pet product company. I won't be revealing the brand's name, but let's just call them..
