Launching Brook with 3.76x ROAS & 8.1x MER
George Poradek
Launching New Pet Brand Brook with 3.76x ROAS & 8.1x MER
Overview
Brook is a new premium pet fountain brand, founded by Andrey Grigoryev (creator of Cat Amazing, featured on Shark Tank). The brand set out to disrupt the pet fountain market with a product that is all glass—zero compromises, offering unmatched hygiene, functionality, and aesthetics.
Leveraging Andrey’s Cat Amazing / Shark Tank credibility to build trust and authority.
When I first partnered with Brook, the initial ad launch was unsuccessful due to gaps in the website, product detail page (PDP), Klaviyo backend, and creative assets. I was brought on to create a full performance marketing strategy across Meta, Google, and Klaviyo.
Through a holistic campaign and flow strategy, we rebuilt Brook’s growth foundation driving 34% of total revenue via Klaviyo and achieving a 10.5%+ opt-in rate on signup forms, alongside scaling paid ads profitably.
Challenges
❌Early paid traffic did not convert, as PDP and backend systems weren’t optimized.
📉 Lack of compelling video content to support paid acquisition.
🐕 Entering a competitive pet product market where stainless steel and plastic fountains dominated.
Strategy & Execution
1. Brand Positioning & Creative
Defined Brook’s unique value proposition: all glass, hygienic, effortless maintenance, zero compromises.
Produced ad creatives (video + static) highlighting hydration benefits, ease of cleaning, and elevated design.
Developed a founder-led storytelling angle (leveraging credibility from Cat Amazing + Shark Tank exposure).
Educational and benefit-led video + static ads showcasing Brook’s all-glass differentiation.
2. Paid Ads – Meta & Google
Relaunched campaigns with a custom funnel strategy across Meta and Google Ads.
Focused on education hooks, viral creative testing, and benefit-led messaging.
Balanced prospecting and retargeting with refreshed content and strong calls-to-action.
3. Email Marketing with Klaviyo
Built automated flows and campaigns (welcome, abandoned cart, education).
Designed email sequences in Klaviyo that educated customers on why glass matters and reinforced Brook’s brand story.
Layered social proof with customer testimonials and reviews.
Full funnel email strategy designed for education, conversion, and retention.
Results
✅ Relaunch achieved 3.76× ROAS on Meta and 5.22× ROAS on Google within 2 months.
✅ Overall MER of 8.1×, establishing Brook as a profitable new DTC brand.
✅ +34% of revenue generated via Klaviyo flows and campaigns.
✅ 10.5%+ opt-in rate on signup forms, building a strong owned audience.
✅ Built a scalable creative and campaign foundation to support long-term growth.
Relaunch campaigns delivered 3.76× ROAS on Meta, 5.22× on Google, 8.1 MER overall.
+34% revenue driven via Klaviyo, with signup forms converting at 10.5%+.
Links
Skills Highlighted
DTC Brand Launch Strategy – from positioning to execution.
Creative Direction – ad creative production, founder storytelling, testing viral content.
Email Marketing (Klaviyo) – automated flows, brand storytelling, conversion design.
Performance Media Buying – Meta & Google Ads funnel strategy, campaign scaling.
Growth Marketing – connecting brand, creative, and paid strategy for sustainable ROI.
Feel free to pop me a message. I'd love to have a chat!
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Posted Sep 25, 2025
Drove 3.76× ROAS on Meta, 5.22× on Google, and +34% revenue via Klaviyo through a holistic growth strategy.
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Timeline
Feb 1, 2025 - Ongoing
